Jason Leigh of Razorfish discussed a proven technique for accurately attributing business value to your marketing efforts at the Razorfish Client Summit October 12-14.

1. marketing value

2. underpants

4. marketing

5. my customer

6. How Social is Driving the Evolution of CRM 5 ice cream

7. aka fragmentation

8. marketing decisions are hard

9. “Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.”

10. there’s an easy answer…

11. riiiight…

12. Mea culpaWhy?How?Pitfalls?

13. 12 digital infallibility

14. silver bullets

16. alignment

17. innovate

18. just stop

19. how?

20. build asupermodel

21. Actual Sales Sales Time

22. Actual Sales Calculated Sales (Model) Sales Time digital media +

23. Actual Sales Calculated Sales (Model) Sales Time traditional media +

24. Actual Sales Calculated Sales (Model) Sales Time competitors media +

25. Actual Sales Calculated Sales (Model) Sales Time economy = supermodel

26. Actual Sales Calculated Sales (Model) Crash Sales Time the supermodel

27. 26 power in symbols

28. How Social is Driving the Evolution of CRM 27 betting on hockey

29. waterfall

31. pitfalls?

32. How Social is Driving the Evolution of CRM 31 you need a plan

33. office politics

34. voodoo math

35. How Social is Driving the Evolution of CRM 34 non-linear

36. proliferation

37. propellerhead

38. How Social is Driving the Evolution of CRM 37

40. Complex problemSophisticated models to find power in the numbersEducate yourself on the detailsStart with a business plan in mindBuild an internal coalitionSet up tests to validate

41. discussion