Viewpoint - Measuring the right things

Addressing the hot topic of accountability, Les Binet and Peter Field argue in their Viewpoint for a change of emphasis in the metrics traditionally used for measuring the impact of marketing.
  

Viewpoint – Measuring the right things

Les Binet DDB Matrix

Peter FieldConsultant

We live in an era of accountability. Everything must be measured so that we know whether we are making progress and, more importantly, can prove to our bosses...

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