7 Keys to Marketing Genius: Accountability
The following is an excerpt from The 7 Keys to Marketing Genius by Michael Daehn
Feedback determines whether the marketing efforts are worthwhile. I have spoken at length about the importance of determining return on investment. Measurement provides a way to evaluate the value of marketing campaigns. From the results, you are equipped to make decisions about what is working and what is inefficient. If an ad agency is unable to show results proving the success of its activity, how do you know that money is not better spent elsewhere? Feedback must provide accountability and justification for the use of various marketing communications.