The (marketing) law of intended consequences
Jim Kite
The global recession did not create the need for media to be accountable to business objectives; it simply made this the live or die mantra. In short, the stakes have never been higher for all marketing services and communications channels to provide clear and simple proof of ROI.
Undoubtedly, this is a particular challenge for communications planning and buying companies as the syndicated media data that we rely on rarely provide metrics that seamlessly show the link between exposure and sales results. This is because most data exists as a currency to...