34 results
  • Taking Measure: Empowering Accountability
    Is marketing abdicating its ownership of marketing accountability? It's starting to seem that way. At the recent Institute for International Research conference on return on marketing investment, virtually the on ...
  • Taking Measure: Taking Digital Seriously
    As we analyzed our clients' 2006 media plans, we noticed that sponsorship and digital marketing are two of the hottest areas for marketing investment. We're seeing clients across industries starti ...
  • Taking Measure: Accounting for Sponsorship
    Given the amount of discussion in the trade press and at conferences, it would seem that the whole marketing world has bought into the idea of accountability for measurable retu ...
  • Column: Econometrics -- Effectiveness for the Record
    Too many marketers are failing to improve their marketing effectiveness because they incorrectly view measurement as their most significant challenge, and so charge their research organizations to fix the proble ...