Unlocking the True Value of Marketing™: From Attribution to Enterprise Impact
About this video
AI is rewriting how we target, engage, and persuade customers—but most KPIs are stuck in the past. True Value of Marketing™ (TVM), introduced in Harvard Business Review, resets the scoreboard.
It fuses revenue lift, margin impact, capital efficiency, and long-term customer profitability into one decisive metric that shows whether marketing is value-creating or value-eroding.
Watch this session to learn how to:
- Decode True Value of Marketing: the formula, data inputs, and why it outperforms attribution/ROAS.
- Unlock growth: case studies where True Value of Marketing reallocated budgets and reshaped portfolios.
- Operationalize: embed True Value of Marketing in planning cycles, AI-driven optimization, and board reporting.
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