Marketing Effectiveness – Measuring & Learning across the Total Campaign Lifecycle

 

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“So…what was the return on investment of that project then?” It’s the question all marketing professionals dread from the powers that be. No matter how successful a campaign seems to be, those outside of the marketing function perceive it as a numbers game. If they can’t see an ROI, they can’t see the point of a project. And, as marketing budgets continue to shrink, this focus on ROI has become even more apparent.

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