No Shortcuts: The Road Map to Smarter Marketing
Companies invest staggering sums of money on marketing with surprisingly little rigor. Because measuring and optimizing spending on marketing is notoriously difficult, companies often rely on rules of thumb, such as spending as a percentage of revenues. A recent benchmarking study conducted by BCG and Marketing Analytics indicates that these shortcuts can be imprecise and unreliable. This report describes a better approach—one that encompasses all … [ Read more ]
Content: Article | Authors: Jens Harsaae, Kevin Richardson, Neal Rich, Rohan Sajdeh, Ross Link | Source: Boston Consulting Group (BCG) | Subjects: Best Practices, Marketing / Sales