Marketing Evolution CEO Rex Briggs at the iMedia Driving Interactive summit in Detriot, Michigan.

This session is intended to teach you how to design research that helps optimize the success of your interactive media activity.

In the complex and hypercompetitive world of automotive marketing, marketers must learn to isolate and optimize the range of success metrics, from awareness, to purchase intent, to hand-raising direct response and sales.

Marketing Evolution executives share their breakthrough practice of linking the "branding" effect of online to actual sales. They show examples from the automotive industry, as well as best practices from other industries including high-tech.

Additionally, they also share some of the softer internal consensus-building approaches that Marketing Evolution has applied to bring together key stakeholders within large organizations, and examples of how the online investment can be linked to the ever increasing focus on cross media optimization.

Bio:
Rex Briggs is known as one of the world's leading experts in media effectiveness measurement. As CEO of Marketing Evolution, Briggs leads with the mantra: "Test, Learn, Evolve." The firm's services help clients achieve insight from advertising and marketing measurement and increase ROI for their marketing spend. Recent clients include Ford, Kraft, Colgate, McDonald's, Nestle, Proctor & Gamble and Kimberly-Clark. Briggs has won international research awards for his work in understanding website effectiveness and online advertising. Most recently his work in understanding the effects of advertising in television, magazine and online was nominated for the prestigious John and Mary Goodyear award for best international research. Briggs has consulted in more than 20 countries; worldwide his research has been translated into a half dozen languages.

GET THE PODCAST

• [RSS] Add the iMedia Podcast feed to your RSS aggregator and have the show delivered automatically (MP3)


• [MP3] Download the show (MP3)

Speaker(s): Rex Briggs, CEO of Marketing Evolution

Format: 00:27:43, 25.3 MB, MP3