Keynote, Location: COBURG 1-2 – Vienna Marriot Hotel

Linking communications to hard business outcomes is challenging but necessary to gain influence in budget decisions. This presentation proposes a framework for measuring how communications worth through brands, consumer behaviors, and other marketing communications to drive sales.

• Communications measurement professionals need to do a better job of linking communications to hard business outcomes (i.e., sales).
• The best results come from a combination of modeling and field experiments.
• Experimental design for communications can be challenging, but is facilitated by new technologies and worth the effort.
• The direct effect of communications on sales is weak or non-existent.
• Communications’ effects on sales are largely indirect, moderated or mediated by brand, consumer behaviors, and/or other marketing communications.