Executive Summary (This is a document excerpt)

A majority of interactive marketing executives would boost spending on online advertising given more proof of performance as measured in sales, according to a new Forrester survey. Fifty-nine percent of interactive marketers say they would moderately increase spending if they had the research proving that online ads generate sales. Forrester recommends that interactive marketers include performance-based marketing in their overall online mix for better tracking and yield, especially with the current squeeze on budgets.

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