Integrate This! Accountability. Return-on-investment. Transparency.
Bill DugganMember Services, ANA
These are key concepts impacting today's marketing communications landscape. CEOs, CFOs, and procurement specialists are asking more and tougher questions than ever before about marketing expenditures and the impact on business results. The sophistication of today's marketing mix modeling allows advertisers to dissect the impact of virtually every element in the communications mix to see what's working and what's not — and then to reallocate spending accordingly. Every dollar invested has to prove its worth. Given all this, it's only natural that marketers are again questioning the network integration fees...