Cash Miller invites Susan Coelius Keplinger from Force of Nature on “Marketing Masters” to discuss the critical process of auditing marketing programs. They explore the initial steps necessary to start a marketing audit and identify key performance indicators crucial for evaluating campaign success. The conversation addresses the ideal frequency of conducting full-scale marketing audits and how to align marketing budget allocation with campaign objectives. Susan provides insights on assessing ROI across various marketing channels during an audit, offering valuable guidance for companies seeking to optimize their marketing strategies.
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