Difficult ‘don’t knows’ in analytics era

A recent study by Forrester Research has shown that very high proportions of marketing professionals 'don't know' the answers to questions about how much to spend or invest in various marketing activities, media channels etc.

Difficult 'don't knows' in analytics era

Gary Arlen

When 'don't know' is the predominant response to a survey – especially a study of marketing business professionals – there is reason for concern. Hence the prevalence of 'don't know' answers...

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