Measuring the Return on Investment of a Promotional Campaign
Blog
Posted on January 29th, 2010 by Stewart Hauser
Like most television advertisers, marketers promoting television programming are haunted by what we’ll call the Wanamakerian spectre. The spectre whispers in the ears of network marketers: you know half your spending on advertising is wasted and you don’t know which half. The superior measurement afforded by set-top box data gives network marketers the tools to [...]
