Managing Marketing Performance by Measuring ROI: Return on Intent with Sam Melnick, VP Market Insights and Growth at Allocadia
The relationship between marketing and finance spans from ‘complicated’ to ‘non-existent’, yet Marketers are feeling the pressure to show campaign performance and often, preserve and justify their marketing budgets. With so much technology available to execute on marketing – from creative ops to decisioning and analytics, it’s easy to get lost in the details of launching a new channel or defining the next 1:1 segment. But developing a data strategy that starts with planning and tracks the intent of a campaign through actualization is key to effectively measuring and understanding marketing performance.
In this episode, Allocadia’s VP of Market Insights and Growth Sam Melnick joins us to discuss the data strategy and organizational changes that drive marketing performance management.
Sam is an analytically driven marketing professional who has experience as a marketing leader, industry analyst, and customer success leader at a marketing technology companies. His special talent is the ability to focus on details or specifics to execute, but also step back and distill this information at a higher, more strategic level.
He is also a student of marketing and will never stop learning about and discussing marketing. Some of his favorite topics are: Marketing technology, marketing benchmarks, change management within marketing, and building high performing teams. Feel free to reach out if you want to connect around interesting ideas, projects, companies, and/or tools!
Learn more about Marketing Performance Management with Allocadia.
Host: Veronica Bright
Veronica Bright is a solution architect at Zee Jay Digital. Specializing in marketing resource and digital asset management, Veronica delivers thoughtful, functional solutions for enterprise clients. Veronica believes that technology design starts and ends with the people who use it, and strives to put people first in every solution she builds.