Key Questions a CXO Would Ask.
What You Are Paying for. - it is not clicks or followers.
Effectiveness Metrics and Attribution.
Varying the Budget - what happens to sales?
Measurement System - how to start making your marketing accountable.

Typical Report - what is included and how it is structured.
Sample Report - example of report and recommendations.

Introduction to Attribution - the two main methods of attributing outcomes to marketing efforts.
9 Points about MMM for Marketers - non-technical look at marketing mix modelling. What it can and cannot do.

TV Costs - how much does it cost to advertise on TV - can you afford it?
TV Metrics - the terminology of TV measurements.