5 Things You Can Do Today to Improve Your Foundation For Marketing Measurement

Patrick Lapointe

This 2009 ANA article identifies five things for marketers to do to improve their measurement: selecting the proper metrics, budgeting for experimentation, standardising requirements for business initiatives, prioritising insight over proof and increase transparency of operations.

5 Things You Can Do Today to Improve Your Foundation For Marketing Measurement

Patrick Lapointe

Doing more with less is the battle cry for 2010. Although the economy may be improving, CFOs will be careful not to spend too far in advance of strong demand. This will continue to fan the flames under the question of the expected payback on marketing investments and will expose cracks in your measurement foundation.

It's therefore critically important now more than ever before to improve your ability to measure and improve your marketing ROI, and your credibility in explaining it. But most marketers can't...

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