Event R.O.I.

MARKETERS AND R.O.I. METRICS: A survey of 243 C.M.O.s and other execs by the Columbia Business School Center on Global Brand Leadership and the New York American Marketing Association, shows that marketers are not using return on investment metrics to plan budgets. Ad Age: "Despite growing data about marketing, particularly those generated by digital and social media, many marketers still feel they don't have the right information. They also doubt that their companies adequately share or collect data, according to Don Sexton, a marketing professor at Columbia Business School." http://bit.ly/yeqiqa
Posted March 13, 2012, 9.01 a.m. EDT
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