How to Attack Marketing Spend (Part 1) [Plus+]

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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 the new breed of analytics-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.

For now, let’s focus on the marketing category as one among many — what makes it unique, what makes it similar and what are important trends.

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