hard20 pts · first answer countsmeasurementstakeholder-managementbrand-marketing

Defend the brand budget

The CFO wants to cut a Rs 20 lakh brand video budget to zero because it shows almost no direct conversions in the dashboard. What is the best response?

A.Propose a measured test, such as a geo holdout or brand lift study, and track branded search volume, direct traffic and blended CAC to show its real effectB.Agree immediately, since only direct conversions matterC.Argue that brand marketing cannot be measured, so it should not be judgedD.Move the money to retargeting, which shows the highest ROAS

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