Why Marketing Maligns Measurement
KIM JOHNSTON, VICE PRESIDENT OF global sales and marketing operations at Symantec Corporation, gave a killer presentation at the eMetrics Marketing Optimization Summit last week in Washington D.C. This computer science major turned math economics graduate is running her marketing department by the numbers. But she still gets excited about branding and loves the creative side's ability to connect the product value to the hearts and minds of her customers.
The ah-ha moment for me and many in the audience (the response was audible) was a diagram she showed of all the marketing campaigns running for just one of their products. It included online ads, email marketing, Incredible Hulk co-branded arcade games, in-store advertising, TiVo-tizing, an eighteen-wheeler demo truck, private movie screenings and a whole lot more.
