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June 18, 2009

Comments

Stephen Smith

I would submit that the days of leaning on the old expression "I know that 50% of my advertising doesn't work, but I don't know which 50% it is" are coming rapidly to an end.
The fact is that we can now measure *exactly* which 50% is being wasted and stop using it.

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Greg Donahue

In my opinion, any marketing organization that isn't measuring metrics should be fired. In a company, if you don't (or can't) show how you impact ROI and drive revenue, then you are a cost sink, not an investment. And you get cut when times get tough because you can't prove your worth - EVEN if you know you have it. My blog entry on metrics can be found at https://gregdonahue.wordpress.com/2009/06/12/marketing-metrics/. Plus, there are lots of other ones out there with good advice. It's never too late to start!

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