C Spire: Feeling the pulse
Michael J McDermott
Analytics have fundamentally changed the face of marketing, and there's no turning back.
As Wes Nichols, chief executive officer at MarketShare, a Los Angeles–based provider of cross-media analytics solutions for global marketers, puts it, "Analytics technologies have shifted from 'nice to have' to 'need to have.' I can't name a single CFO or CEO or board member who only cares about 'soft' metrics like Gross Rating Point (GRP), brand preference, engagement, click-throughs, and the like. Marketing these days must be definitively and unambiguously linked to P&L impact."
That's the backdrop...