Sales Measurement

““To grow markets, expand to reach all potential consumers,” he said. He emphasized: “The only currency that matters is sales dollars.” And on efficiency: “This is not just about negotiating the lowest CPMs. This is about growing sales among the people reached at a cost that generates a profitable return.” PRWeek summarizes: “Prichard rounded-out his speech at the ANA conference by underscoring the importance of integrating each of reach, effectiveness and efficiency. Bringing everything together, he believes, will see brands effectively achieve market growth.””