Use of Web-delivered video to market in a down economy may seem like frivolous spending.  But not to serious, successful marketers like Drs. Foster Smith — a catalog and Internet distributor of pet goods and medical devices.  Savvy marketers like Gordon MaGee are increasingly becoming publishers. This seasoned, catalog-based direct marketer is investing in their own staff, production facilities and syndicating widely, on the Web with peteducation.com, and on national cable television. I sat down with their online chief to capture this best practice — to find out how the company cost-justifies and measures its continued investment in online video.

Just because a marketing campaign is measurable doesn’t mean it’s worth investing in.  What should marketers measure and how can they best analyze the results? How can we best attribute sales to certain campaigns or channels to determine what channel / campaign works best, how they work together and how customers’ path to purchase factor in? 

Lenser’s Tom Blake dishes remarkable, practical, immediately useful tips to marketers on how to understand more about the value of customers who shop across multiple-channels… and ACT on it to drive results.