You're evaluating marketing performance across broad-reach and targeted channels. One campaign is a television buy meant to build awareness, while another is a targeted email promotion meant to drive direct response and conversion.
How do you measure and compare the ROI of an Above-the-Line (ATL) television campaign versus a Below-the-Line (BTL) targeted email promotion?
You're evaluating marketing performance across broad-reach and targeted channels. One campaign is a television buy meant to build awareness, while another is a targeted email promotion meant to drive direct response and conversion.
How do you measure and compare the ROI of an Above-the-Line (ATL) television campaign versus a Below-the-Line (BTL) targeted email promotion?
