Daily Archives: November 16, 2012

How to Attack Marketing Spend (Part 1)

Like MRO, packaging, and logistics, the marketing category straddles the boundary between direct and indirect spend. And we all know (or so marketing folks claim) that it has a substantial impact on sales – allegedly, at least! The direct commercial impact is notoriously difficult to assess, although a new breed of analytical-driven spend analysis tools targeted specifically at marketing spend (e.g. cross-channel, competitive insights, etc.) and campaign performance can help. But put these in the agency parking lot for a minute. We’ll get into them later in this analysis and series.