By Scott McLean

There is not a senior marketer who I have spoken with recently who is not feeling the pressure of providing ROI metrics that withstand commercial scrutiny.

The consistent message is that existing ROI calculations around brand perception, audience reach and so on are appreciated as essential but are less likely to carry weight when it comes to budget analysis. As a result, there can be no complacency when it comes to improving our ability to measure the commercial ROI of marketing activities and getting closer to the must-have metric of attribution to sale. And this is especially the case in the Read full story ›

Source: The Drum