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Measuring the ROI of a SPIKE

“People think focus means saying yes to the thing you've got to focus on. But that's not what it means at all. It means saying no to the hundred other good ideas that there are. You have to pick carefully. I'm actually as proud of the things we haven't done as the things I have done. Innovation is saying no to 1,000 things.”

—STEVE JOBS

For companies big and small, the same age-old question always comes up for marketing executives leading initiatives. How do you measure effectiveness? This question has plagued marketers for decades. Does a New York Times article mean more than a mention in ABC News? Is the advertising ...

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