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.
How to Attack Marketing Spend (Part 1) [PRO]
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