For decades, business marketers have waltzed into budgeting meetings not always being able to justify how they spent prior funds or how such spending made a difference in the marketing of the company's product. However, this did not stop them from requesting even more marketing dollars for big-ticket events and flashy television and radio ads to get the message out and build up the brand.
Now those days of blind budgeting are gone and a new mantra is quickly taking their place with accountability and measurement. With progressively sophisticated tools and piles of data, marketers have access to evidence of what is and are not working in their strategy for marketing.
Within this package you will find the following modules: