Measuring marketing impact

The effectiveness of marketing can be verified numerically – period. However, when talking about data-driven marketing even more crucial than the measurement capability, is the building of a management system that enables a systematic utilization of the acquired data for monitoring results, and planning and developing marketing continuously.

The investments in analysing marketing efficiency are growing rapidly – even at an annual rate of 200% according to international surveys

How do you take care of your competitiveness while your competitors are enhancing their capabilities in utilising data more systematically? Verifying and validating the results and impact of marketing in numbers and figures is essential for building a strategically meaningful marketing function.