Preston Rutherford discusses moving beyond ROAS to measure brand-building efforts and explains how his tool, Marathon, quantifies these impacts.
Preston Rutherford discusses moving beyond ROAS to measure brand-building efforts and explains how his tool, Marathon, quantifies these impacts.
Explores the tension between brand and direct response, offering predictive analytics and specific tools to quantify brand-building success.
Taylor Holiday proposes a specific formula to quantify brand value, defining it as the bridge between product cost and customer willingness to pay.