The Million-Dollar Question: Advertising ROI
Stephanie Weyant, Deputy Executive Director, Marketing & Products, Pennsylvania Lottery
Stephanie Weyant, Deputy Executive Director, Marketing & Products at the Pennsylvania Lottery, delivers a presentation on advertising ROI, the “million-dollar question.” Facing flat advertising budgets amidst rising costs, Weyant discusses the need to assess ROI, optimize spending, and justify budget increases. Utilizing marketing mix modeling (MMM), they partner with Nielsen to evaluate media investments’ impact on sales, leading to insights on effective tactics like search and out-of-home advertising. With a $4 million budget increase secured for the upcoming year, Weyant emphasizes the importance of data-driven decisions in defending and optimizing advertising budgets.