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Does It Work?: 10 Principles for Delivering True Business Value in Digital Marketing by Jason Burby, Shane Atchison

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APPENDIX A

WHAT CMOS NEED TO MAKE DIGITAL MARKETING WORK

A Forrester ConsultingThought Leadership PaperCommissioned by POSSIBLE

SEPTEMBER 2014

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In 2014, POSSIBLE commissioned Forrester Consulting to investigate how (or if) global CMOs were trying to make sure that their digital marketing works. Forrester interviewed 30 CMOs from around the globe, analyzed their answers, and produced the following study.

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