In Analytics, the Price of Light Is Less Than the Cost of Darkness

26 04 2011

A while back I heard that sophisticated marketing companies such as the world’s leading brands spent about 10 percent of their marketing budget on research and measurement. Irrespective whether the number is accurate or not, it’s a good benchmark I think – 10 percent feels about right. These leading companies have been marketing brands for over 100 years and during that time they have come to understand the importance and relevance to their business in understanding the effectiveness of their activities.

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