Everybody Lies: Why It’s So Hard to Manage Your Marketing Spend in the Digital Age

  • Room: ACC North, 200 Level, Room 253AB
Thursday, May 25, 2023: 2:00 PM - 2:45 PM



Melissa Morman
Co-Founder & Former CXO
Tim Costello
Founder & Former CEO
Builder Homesite Inc.


As a marketer in the digital environment, you’ve been promised the ability to finely analyze and plan your marketing spend—and you would expect that digital spend to be far more effective and measurable. But as we’ve all experienced, it’s harder than ever to understand where to place your spend and how to assess its value. This presentation will explain the challenges of the digital marketing ecosystem and how each participant crafts their message to their own benefit, resulting in a fuzzy picture of what’s working and how to measure ROI. Learn how to cut through the noise and pick up a strong, clear signal on how your digital marketing dollars are doing the job—or not.

Learning Objectives

1. Attendees should learn how to assess the effectiveness of marketing spend and cut through the double speak and jargon of the individual participants.
2. You will learn how to question vendors and staff members.
3. Performance benchmarks will be provided to enable you to assess your own marketing activities.
4. You should be able to more effectively plan your spend and digital marketing activities.