Spending Marketing Money Efficiently

By Mike Switzer

Published October 12, 2018 at 5:13 AM EDT

When a business owner looks at their marketing budget, they need to determine the best place to spend that money. Where is the business getting the most bang for its buck? Our next guest says that measuring your return on your marketing investment can be a confusing process indeed but is possible.

Mike Switzer interviews Ray Owens, CEO of the Greenville, SC consumer insights firm DXM.

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Mike Switzer

After almost 20 years, Mike Switzer retired from Wells Fargo Securities in 2001 as Senior Vice President/Investment Officer and Certified Portfolio Manager. In 1999, he and his wife, Maggie, purchased and operated for eight years the Baskin Robbins ice cream store on Forest Drive in Columbia. They grew the store from a bottom-tier operation in the Baskin Robbins franchise system to one in the top 5% nationwide within three years, tripling sales along the way. While operating the ice cream store, Mike and Maggie received patents for a portable ice cream sink and fold-down sneezeguard they invented and in 2002 started Magnolia Carts, an ice cream cart manufacturing company, which they sold in 2013.

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