In today’s challenging economic and business environment, every marketer understands the need to demonstrate return on investment (ROI) for marketing investments as well as the clear need to deliver short-term results as well as long-term benefit for the brand. At the same time, finance chiefs charged to delivering improved operating margins to the organization’s financial community continue to look for cost efficiencies and cost-benefit relationships in their organizations. As a result, more and more CEOs and CFOs are demanding quantifiable ROI before allocating and approving marketing budgets.
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