What can you do to demonstrate the impact that place marketing has on the bottom-line for your organisation? Before he joins us as a judge for the 2023 City Nation Place Awards, Mohamed Ashoor, Head of Digital Marketing at the Bahrain Economic Development Board [EDB], talks to us about how they developed a marketing attribution model to show the impact that marketing has on delivering investments into the Kingdom in order to support more strategic decision-making and demonstrate the value of the team’s work.

What stimulated you to focus on developing a marketing attribution model within the Bahrain EDB team?

In general, wherever I worked I always wanted to find out about the real impact of the marketing work. In today’s digital world we have more data points to look at than ever, but I think we often get lost in the output instead of looking at the outcome. With that in mind, I didn’t want our reporting to focus on how much outreach we’ve done alone. I also wanted to focus on what we bring to the country’s economy considering we focus on a very specific objective of attracting more foreign investment to the Kingdom. When our senior management team asked about the impact of Marketing and Comms, I wanted our answer to look beyond the obvious and to be relevant to the bottom line, which is incoming investment value. Also, the more we show our impact, the more we’ll be trusted to do the things we believe are worthwhile.

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