Brands in the digital age: Marketing metrics myopia

This article discusses the difficulty of measurement in marketing, arguing that some of the things that can be counted are not important, and some important things cannot be counted.

Brands in the digital age: Marketing metrics myopia

Nigel HollisMillward Brown

With the exception of sales data, most measurements give little insight into what really matters: how marketing activity is building brand value over the longer term. So marketers...

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