Holistic Perspective on the Marketing Mix: Combining Upper- and Lower-Funnel Activities in the Digital Context

date:

Montag, 18. November 2019

Time:

10:20

Track:

Room:

Estrelsaal B

Summary:

Most successful startups experience steep growth driven by lower-funnel marketing activities and are thus used to making data-informed budget allocation decisions. In order to establish themselves as relevant players they too have to master the upper-funnel sooner or later – which poses a challenge to their highly analytical marketing approach due to increasing complexity in measurability. In their talk Florian and Philipp from Operational VC Project A will share insights into how fast-growing startups and digital winners overcome the challenge of analyzing the performance of their entire marketing mix.

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