CIMA Event – Understanding and measuring marketing effectiveness

The difference between effectiveness and efficiency can be summed up shortly, sweetly and succinctly: being effective is about doing the right things, while being efficient is about doing things right.

In this session chartered marketer Luan Wise will provide:

• An overview of the current marketing landscape and outlook for 2017.
• Doing things right: the importance of setting SMART objectives and having a plan.
• Measuring effectiveness: an explanation of what marketers should be measuring (hint: a lot more than likes and follows).
• Some useful management and reporting tools.