How does your company’s marketing department decide where to allocate its marketing dollars? A hunch and a wing and a prayer? That may have worked in the marketing world of yesteryear, but current times require a better-informed approach. If you don’t know the ROI for each of your marketing initiatives, your company may be throwing good money after bad on ineffective programs. In this special report, the Boston Consulting Group lays out the principles behind spurring organization-wide support for measuring marketing impact.
About the Authors
David Galley, Matthieu Charpy, Derek Levesque, David Ratajczak, Jessica Apotheker and Nicolas de Bellefonds are professionals with the Boston Consulting Group.