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Marketing Measurement: The SiriusDecisions Way

  • Marketing must develop its own approach to measuring and communicating its success that demonstrates why its contributions are critical to the success of the organization
  • Good marketing measurement shows what happened, compares results with expectations, indicates why it performed the way it did and reveals what needs to be fixed
  • Delivering on this promise takes a deliberate, process-based approach to understand the needs of measurement stakeholders
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