There's little doubt that senior management is pressing marketing executives more than ever on the issue of accountability. C-level bosses in management and finance want to know where each marketing
dollar is going and whether the company is getting its money's worth. These demands have led to a proliferation of new marketing data and systems to measure the value and impact of marketing
activities such as ad campaigns. A new white paper by online marketing technology firm ConnectusDirect examines the benefits and pitfalls of this increased focus on metrics and describes how a
comprehensive strategy can be used to report on the full spectrum of marketing activities. The paper places particular emphasis on methodologies for organizing marketing data so that the influence of
brand building and other indirect forms of marketing can be fully understood and optimized.
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