The Dark Corners Where Research Strategies Hide: Throwing Light at the Intersection of the New and the Old

Pat LaPointe

In this commentary, Pat LaPointe states that measuring the impact of marketing on sales is a delicate balance of science and common sense.

The Dark Corners Where Research Strategies Hide: Throwing Light at the Intersection of the New and the Old

Pat LaPointe

MarketingNPV

Measuring the impact of marketing on sales (or profits) always has been a delicate balance of science and common sense. We need the science to keep common sense from devolving into conventional wisdom; we need the common sense to guide our application of science in commercially pragmatic and material ways.

In times (like these) when the marketing ecosystem is evolving so rapidly and marketing tactics are splintering into hundreds of customer/prospect touch-points, this delicate balance continually is threatened...

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