CFOs and CMOs must agree on what to measure when determining AROI.

The largest line item and most visible part of your Aviation Marketing program is advertising. Yet there is considerable confusion in understanding advertising’s impact and measuring its accountability.

Pick up any business publication and chances are there will be an article about the death of outbound marketing, namely, advertising. Much of the angst associated with aviation advertising is based on measuring the effectiveness of advertising and the best way to build those data chains.

Continue reading →