How should you invest in digital marketing? A data-based approach
The dissonance zone allows you to quickly visualize where you under-invested and over-invested in the past, so you don’t repeat those errors in the future.
Here is the formula we use:
Once the low-funnel is optimized and the budget is perfectly lined up, it’s time to look at how you can change the demand curve. You can take an approach that maximizes reach and increases consumers love for the brand, or amplifies demand for the entire category.
Feel like digging deeper into the subject? Download our article that was featured in the Applied Marketing Analytics – March 2019 edition.