Given how much time and financial investment goes into building a successful marketing program, it only makes sense for organizations to measure and sustain critical outreach programs, online relationships, Web properties, and direct marketing initiatives. It also is the quickest way to determine whether a program is failing and adjust accordingly.
Ten years ago it would take a year or more to learn whether your campaigns were working. And it would take expensive brand-awareness studies, focus groups, and market research—a cost-prohibitive prospect for companies outside the Fortune 500. Today you can measure results daily, weekly, and monthly. You can adjust and refine immediately. Measurement is ultimately ...
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