Marketers continue to address how to quantify and measure the value of marketing to improve effectiveness and efficiency. According to the MarketingProfs B-B Marketing in 2008: Trends in Strategies and Spending, "there continues to be significant pressure on marketers to set clear objectives, plan tactics carefully, and measure results." It's no surprise given the current conditions marketing organizations are focusing on developing analytic skills and investing in marketing operations, measurement and processes.
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