Your question is Compare ATL and BTL ROI. Take a moment with it on the right.
Talk me through your thinking if you like. When you're confident, submit your answer and I'll grade it like a real screen (7/10 or better passes).
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?