Forum: Measuring the value of insight - it can and must be done
Steve Wills and Sally Webb
Customer Insight Solutions Ltd
This paper is the result of a project undertaken by the Customer Insight Forum. It puts forward the argument for value measurement, and looks at the barriers to valuation as well as practical solutions that will make insight valuation a reality.
WHY IS INSIGHT VALUATION SO IMPORTANT?
The Board Demands ever Greater Accountability from Marketing
Years ago, econometric studies could demonstrate the impact of advertising on sales and provide the accountability required by a chief executive. But there was only one primary form of marketing spending – advertising, dominated by TV. Now, however, there is a proliferation of channels of communication, with only some under the control of marketers.