Research Cos Much More Focused On Sales Vs. Equity Than Advertisers, Agencies
- by Joe Mandese @mp_joemandese, May 7, 2020
When it comes to the KPIs (key performance indicators) used to evaluate the ROI of advertising, research companies -- both big and small -- appear much more focused on performance-oriented metrics like sales than the advertisers and agencies they serve.
That's one of the findings of the third in a …
Reminder: You are seeing this premium content because you are a subscriber to MediaPost's Research Intelligencer and/or a member of the Center for Marketing & Media Research. This content cannot be viewed by non-subscribers/non-members.
