Two pointy questions everyone is asking: Is the economic crunch going to flip marketing plans and budgets this year? And what impact will budget cuts or a shift to performance marketing have on revenues and the P&L? Hard questions to answer. But Youi CMO Angela Greenwood and PointsBet digital strategy chief Calvin Cain are armed with better data not just to shield budgets from the axe – but to identify which cuts will have least revenue impact. Mutinex CEO Henry Innis says the SaaS platform’s brand equity product – which can quantify “brand equity, preference, salience, consideration metrics and output that to revenue” – goes one step further as rate rises start to bite. Cain says PointsBet is plugging in: “In wagering, marketing is one of the single largest P&L line items”, says Cain, and what can’t be linked to sales is usually first against the wall. Youi’s Greenwood says brand building and predictability of what it will return is “critical” as consumer spending, and price sensitivity, tightens.

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