Marketing Math 101

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Marketing Management Analytics recently found that just 7% of senior financial execs were satisfied with their company’s ability to measure marketing ROI.

Is it any wonder, considering:

  • The CMO Council reports that “the majority of marketers feel that their top goal is to quantify and measure the value of marketing programs and investments.” A “majority” of 44%, that is.
  • Chief Marketer publishes an article about winning marketing awards that tells readers that 1% of the entries come in in the first weeks, 65% on the day of the deadline, and 44% the day after the deadline. If only Epsilon gave me 110% of my salary every pay check.

Granted, some of the dissatisfaction on the part of the financial folks stems from their self-perception as the gurus of measurement. But apparently they have an unfair advantage: They use calculators.

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