January 13, 2005
Where Is Marketing Measurement Headed?
A Survey Of Members Of The Association Of National Advertisers
This is the first document in the "Marketing Measurement" series
by Jim Nail
with Chris Charron, Sally M. Cohen, Jennifer Joseph
Executive Summary (This is a document excerpt)
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.
Buy Risk-Free
Download and print PDF immediately. Price: US $499
Our Money-Back Guarantee: If you are not completely satisfied, return it for a full refund within three weeks of your online purchase.
Already a Forrester Client?
Log in to read this document.
TABLE OF CONTENTS |
NOTES & RESOURCES |
|---|---|
|
|
Forrester surveyed 111 members of the Association of National Advertisers on a range of marketing accountability and technology questions from July to September 2004. Related Research Document
September 16, 2002 Report |
Measurement Is Difficult
Measurement Challenges Vary By IndustryFind Documents In Related CategoriesThis document falls under the following categories. Click on a link below to find similar documents. |
 |
 |
 |
Ratings and Comments
|
||
 |
 |
 |
