Marketing has undoubtedly entered a new age of accountability. Today, the effect of every piece of creative can be measured, quantified and optimised, allowing marketers to course correct campaigns in real time.
Never before has marketing been better able to demonstrate its return on investment and explain how its activity is positively impacting on the bottom line, evidence that is helping marketers gain a seat at the top table.
However, is this new age of accountability all it’s cracked up to be? Are marketers slowing themselves down by consulting every possible data source before making a decision? Could they be tempted to opt for easily measurable “safe” campaigns rather than more challenging, innovation projects that might not always be supported by firm numbers?
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