Download the Chapter 13 Summary on Brand Measurement and Marketing AccountabilityImproving Brand Performance Through Better Measurement and Metrics
Clearing the Confusion Around Brand Measurement
Marketers traditionally struggle with establishing tight correlations between their activities and business outcomes. In general, CMOs need to strive for higher levels of marketing accountability. However, Increasing marketing accountability, is easier said than done.
Chapter 13 of The Indispensable Brand outlines three distinct time-based lenses for marketers to utilize when thinking about measurement. Each has a different capacity to drive decision-making capabilities and impact business performance.