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Summary

Marketing is often the largest expenditure in an organization, so naturally it comes under close scrutiny from those tasked with measuring accountability. When carried out effectively, marketing measurement should be able to establish a cause-and-effect relationship between areas of investment and business performance. But the return-on-marketing-investment equation is not always as simple as measuring sales, costs and profits. Today’s CMO is not responsible solely for cost management; he or she likely oversees customer experience management, brand equity building and product innovation, all of which are harder to quantify on the balance sheet.

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