If you’re at all like me, you’re marketing a variety of different web assets – products, properties, businesses – and you’re working alongside a number of other marketing channels in a larger group. In our case, it’s the Direct Marketing (DM) group – in your organization, it may be called ‘acquisition marketing’ or ‘performance marketing’.
In any case, how can you be sure you’re supporting the proper marketing initiatives with the appropriate marketing mix? How do you make budgeting decisions for each of the channels - search, display, email, affiliate marketing?
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