Should accountability metrics dismiss intermediate effects?
Ged Parton and Jon Harper
Traditional intermediate measures (awareness etc.) correlate poorly with actual market performance. Rather than continue to tolerate such measures, the authors argue that there are others that can be shown to relate strongly to actual business outcomes.
Should accountability metrics dismiss intermediate effects?
Ged Partonand Jon Harper
Most marketers would acknowledge that their primary goal is demand creation: to intervene in the mind of the consumer to build or strengthen a relationship, and to intervene...
