Are You Making Faulty Assumptions About What’s Driving Your Online Marketing Results?
Kyra Hagan, General Manager, Digital Marketing Solutions at Influence Health
Your paid search campaign looks like a winner, but did other channels influence a patient to click on that search ad? An immature cross-channel attribution model and incomplete understanding of the data could lead you to overspend in one channel and underspend time and budget in another.
This is just one of many pitfalls Kyra Hagan, General Manager, Digital Marketing Solutions at Influence Health discusses in her new article, Two-Tiered Performance Measurement: The Gold Standard for Modern Marketing.
If healthcare were like retail, tracking and measurement would be simple. But healthcare marketers are dealing with greater complexity over a longer period of time. What actually drives a patient to come in for a procedure? It may be months of multi-channel touches.
Kyra’s article explains how CRM and advanced business intelligence tools enable marketers to fully understand the dynamics of their marketing programs, justify marketing decisions, and prove ROI. Read Two-Tiered Performance Measurement: The Gold Standard for Modern Marketing to learn more.
Best regards,
Jane Weber Brubaker
Editor
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