Accountability and practicality
In this introduction to Admap’s June 2007 report on admetrics, Roderick White summarises the challenges facing marketing professionals to prove that the money spent on advertising (for instance) has been worthwhile. He notes that it can, and should be done, but that the metrics used to convince his CEO or CFO will often be different from those marketers have grown up with.
Other articles featured in this Admap June 2007 report on admetrics:
|Les Binet and Peter Field|