Marketing Metrics: How to Make Them Matter (Part Two)

The task of building reliable and meaningful marketing metrics presents a significant challenge. David W. Stewart, professor at the Marshall School of Business at the University of Southern California, offers…

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Marketing Metrics: How to Make Them Matter (Part One)

Marketing has always been a difficult area to measure, yet remains undeniably indispensible to virtually every business.  As more tools become available, many marketing professionals find themselves surrounded by data. …

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