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Marketers face ‘tension’ in push to prioritise effectiveness
Despite the rising prominence of effectiveness on the corporate agenda, marketers still want businesses to better integrate such metrics into their strategic thinking.
Marketing Week’s exclusive Language of Effectiveness Survey reveals 76.2% of marketers want to see the further integration of marketing effectiveness metrics in their company’s business/marketing decisions.
Paddy Power UK and Ireland marketing and brand director, Michelle Spillane, wonders if this push for greater integration suggests marketers are still “fighting perceptual battles” as opposed to making evidence-based cases for investment.
