How To Spend The Minimal
Effective Amount On Marketing

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For CFOs, marketing is a major budget item that traditionally has been hardest to understand and measure from a performance standpoint. Knowing that marketing dollars are available in times of need, CFOs often go to their marketing departments for spending reductions when quarterly earnings per share (EPS) targets are not going to be met. These dollars effectively serve as a rainy day fund that can be tapped for that few extra cents per share.

It doesn't need to be this way. Through social media and other channels, consumers are increasingly vocal about their likes, dislikes, intent to act and discussion of past actions. Marketing can leverage these "conversations" to become far more efficient — especially with its spending on advertising. What's needed are techniques and analytical capabilities that cut through the conversational clutter to identify trends and provide valuable insights about existing and new markets. Chief marketing officers can use these insights to identify the minimal effective amount of spending needed to drive the greatest market awareness. Read our new white paper to learn how this new form of "marketing intelligence" can dramatically reduce wasted spending and contribute even more effectively to earnings per share.