Measurement matters

Marketers and advertisers are increasingly attentive to measurement, whether it be increasing market share, boosting the bottom line, or building brand equity.

Measurement matters

Ken Beaulieu and Bob Barrett

Delitha Morrow Coles has a practical viewpoint regarding the importance of measuring the integrated marketing communications (IMC) programs she oversees for the safety business at Kimberly-Clark Professional. “Measurement helps us better demonstrate the impact that marketing can have on helping the business reach its goals,” says Morrow Coles, who is manager of marketing communications for the business-to-business arm of Dallas-based Kimberly-Clark Corp.

Morrow Coles is hardly alone in being attentive to measurement, whether it be increasing market share, boosting the bottom line, or building brand equity. “As a marketer, you have...

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