How High Value Actions (HVA) Marketing Mix Models Are Reshaping Brand
News Source : Msquared.club
News Summary
- High Value Actions (HVAs) are meaningful digital behaviors that signal consumer interest, intent, or future purchase likelihood
- Unlike traditional brand KPIs, HVAs occur in real time and are tied directly to engagement
- Unlike sales, they happen earlier in the customer journey and are often more responsive to upper- and mid-funnel activity
In a world where marketing investment is scrutinized more than ever, CMOs are under constant pressure to justify spend, prove effectiveness, and drive both brand equity and revenue. Yet the industrys [+8868 chars]
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