Marketing ROI: makingaccountability work
Accountability means different things to different people. This is one of the many reasons why marketers, and theiragencies, have often found it so difficult to demonstratethe success (or...
Marketing ROI: making accountability work
In this introduction to Admap’s focus on measuring ROI (March 2004), the only two ways of measuring bottom-line success of marketing effectiveness – modelling and measure-and-test - are briefly described; and the implications of the internet discussed.
