Where Is Marketing Measurement Headed?

The demand to make marketing more accountable becomes more insistent every year. Progress is slow. But marketers expect that market mix models will demystify marketing’s impact. The statistical techniques behind these models have begun to untangle the effects of multiple media and marketing elements in driving sales, but they haven’t totally untied the marketing measurement Gordian knot.

Editor’s Note: contains the results of a survey … [ Read more ]