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Today, methods for assessing the effectiveness of marketing strategy are used already at the stage of its development. This was not always the case. There was a time when one of the favorite arguments of marketers was a quote from American entrepreneur John Wanamaker: "I know that half of my advertising budget is wasted. The only problem is that I don't know which one." Traditional media advertising has now moved almost entirely online. This has changed the marketing landscape significantly. The digitalization of marketing communications has made it much easier to assess the effectiveness of an advertising campaign at the planning stage and then to monitor its progress at any time.