As seen in Fast Casual on May 14, 2018

Successful restaurant marketing campaigns have many substructures. They are rooted in clear strategic choices that include meaningful consumer insights, differentiated brand positioning, great menu offerings, motivating promotions and more. A strong campaign can improve brand equity, but ultimately it must drive incremental traffic and sales to impact business results. Sustainable marketing-driven growth relies on finding the mix of tactics that drive more incremental contribution than they cost to execute.

Welcome to Marketing ROI.

For most marketers, improving marketing ROI is an evergreen objective. The numerator of the equation — the return or incremental sales, is where different methodologies are common. The process to determine the numerator is often called either “attribution” or “measurement.” While those terms are often used interchangeably, they are not the same. A good marketer will recognize the difference and the actions that he or she takes will reliably improve results.

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