Mastering Marketing ROI Through Tactical Budget Allocations

This document is a presentation that outlines strategies for mastering marketing return on investment (ROI) through tactical budget allocations in key focus areas. It begins with an introduction of the presenters, Anuja Siraj and Scott Jeffe, who are experts in digital strategy and marketing research, respectively. The agenda includes objectives, current landscape and challenges, enrollment goals and key performance indicators (KPIs), identifying key focus areas, tactical budget allocation, and measuring ROI. The presentation emphasizes the importance of visibility in marketing performance and discusses how expectations have shifted due to technological advancements. It details the enrollment goals and KPIs necessary for effective marketing strategies, as well as the allocation of marketing budgets across various channels. The document concludes with a discussion on measuring performance and ROI, highlighting the need for full funnel visibility to assess marketing effectiveness.