more general measurement practices. They show which practices are positively associated with five different measures of … performance. The intensity of measurement through regular review, detailed accounting for marketing spending, and use of … performance dashboards have little impact on performance. The strongest "returns on measurement" appear to arise from reporting …

industry and marketing challenge. It demystifies how marketers can significantly improve their measurement and management … the key issues surrounding the measurement of marketing effectiveness. More than that however, is how each of the concepts …