Chapter 14. Brand metrics: Best measure of success?

Brand metrics—measures of the effectiveness of marketing activity—have become all the rage of late. And for some good reasons. First, a variety of technological advances have facilitated gathering information. The prevalence of scanner data collected at large retailers, “people meters” that provide increased accuracy in tracking media usage, and the growth of measurement-friendly web commerce have all increased the amount of data available to marketing managers. Second, corporate boards are increasingly demanding accountability for marketing spending. Companies that have elevated the importance of marketing through the relatively new title “Chief Marketing Officer” are also elevating expectations ...

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