Is the ‘golden trinity’ the optimum way to measure marketing effectiveness?

Creating a foolproof way to measure marketing effectiveness has occupied great marketing minds for decades, becoming something of a holy grail for which marketers have been on an eternal quest.

That continual effort has led to a broad acceptance that no one measure can ever meet every need of marketers when it comes to proving how much impact their work has. However, there is growing confidence that a combination of three key measures – sometimes known as the ‘golden trinity’ – can be used to get close.