Effective marketing accountability requires a mix of art and science
In the past ten years, most acutely after the dotcom bubble burst and in the current global recession, marketers and their agents have been working harder than ever to identify the best way to measure and plan marketing returns.
We are learning that accountability is as much about the art of corporate culture as it is about the science of cause and effect. But what are the most effective approaches to marketing accountability?
“The time has come when advertising has in some hands reached the status of a...