Margus Zuravljov at Pärnu Finance Conference 2012
Target One partner Margus Zuravljov together with the Estonian Energy Marketing Director, Ranno Pajuri, spoke on Pärnu Finance Conference on April 19th. Their presentation focuses on the effectiveness of diverse marketing activities.
Many renowned executives, including Wiliam Lever and Henry Ford, are known for stating: “I’m aware that half of my marketing budget is a waist. I just don’t know which half it is.” How to come to an understanding of which marketing activities create value and which don’t? The impact of the CFO’s decisions is sometimes many folds above that of the marketing executives. How to assess marketing budget and the actual activities behind the numbers, if one lacks good KPI’s? Margus and Ranno present how every business can build a value creating process that will assist in measuring the efficiency of the marketing activities. They do it in a simple jargon based on examples from the Estonian market. Their presentation will expose CFO’s to multiple practical thinking models.