We are in an era of massive disruptions in markets, media, management approaches and business models. These disruptions are being caused by rapid technological changes on the one hand and tectonic shifts in customer preferences and societal behaviour on the other. Marketing knowledge and practices have to advance at a significantly higher pace to address the changing context of market behaviour. Handbook of Advances in Marketing in an Era of Disruptions is meant to share ideas and new knowledge that are relevant to this world of disruptions. Leading scholars from around the world, who have keenly observed the changing market environment, business policies, parameters, theories, methods and practices, have put forth their theses on how marketing thinking needs to evolve to keep pace with the market reality.

Chapter 16: Customer Journey Modelling: An Integrated Approach to Quantify the Importance, Contribution and Efficiency of Paid, Owned and Earned Media

Customer Journey Modelling: An Integrated Approach to Quantify the Importance, Contribution and Efficiency of Paid, Owned and Earned Media
Customer journey modelling: An integrated approach to quantify the importance, contribution and efficiency of paid, owned and earned media
JoAnn Sciarrino Jim Friedman Todd Kirk Kim Kitchings John Prudente
Abstract

As brand managers and marketing professionals struggle to optimize marketing spend in a post-digital world, many are using the prominent paid, owned and earned (POE) media model to plan and execute marketing communications. However, when it comes to quantifying the contribution and efficiency of POE media on business outcomes (like revenues), marketing professionals struggle to quantify the effects ...

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