Status report: marketing effectiveness measurement
Effectiveness Week was an event held from 31 October to 04 November, and brought together senior marketers and decision-makers from both agencies and clients. The week tackled some of the big questions around making marketing more accountable. Janet Hull and Bart Michels report on the key issues.
Nick Milne claims to be just one of five people in marketing in the UK with 'marketing effectiveness' in his job title. But, in his speech at an IPA/ FT satellite joint event with the Chartered Institute of...