Importance of Marketing Accountability in Business Success ft. Karen Ebben | The Growth Genius

The Growth Genius - Business & Marketing Podcast

On this episode of The Growth Genius, we have Global Marketing Impact’s Karen Ebben talk about the importance of marketing accountability. Marketing accountability is a critical aspect of any successful marketing strategy that involves evaluating the performance of marketing campaigns and assessing their impact on business outcomes.

Shelly Singh, Infidigit’s Country Director - Americas & DMAasia Co-Founder, will interview Karen, an accomplished Fortune 50 Marketing and Advertising Executive with Global Analytics, Research & Consumer Insights Experience. She has recently spearheaded a Center of Expertise for measuring the contributions of Marketing to overall business performance. Karen is a consultant specializing in improving Marketing Effectiveness. Before establishing her practice in 2017, she was Director of Global Advertising & Marketing Effectiveness for General Motors, where she accelerated improvements in marketing accountability globally. While there, she led an Enabling Analytics function focused on competitive intelligence, predictive modelling and the development of optimization tools.

Karen and Shelly discuss the importance of marketing accountability in business success and why it is crucial in today’s digital age. She also highlights the symptoms entrepreneurs should be aware of when they notice a lack of marketing accountability. Karen also talks about key metrics needed in marketing accountability and how to create specific and attainable goals for success. She also highlights the top three campaign trials and trends in the marketing world that you need to focus on in the coming years.

Watch the video here: https://youtu.be/5OvSUPyhCvM

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