This article first appeared in the Proper Tack newsletter.
Everyone who is given a marketing budget has to decide how best to spend it. Odds are they also have a series of goals as well and KPIs that help to measure progress towards those goals.
Your job as a marketer is to figure out the most effective way to allocate that budget by channel, by tactic, and by audience in order to meet and exceed your goals. Today we’ll cover an exercise that helps you figure out how to do that.