As organizations continue to tighten their purse strings and demand accountability from their executives, marketing departments are finding themselves under increasing pressure to justify their spending, prove the effects of their marketing campaigns, and demonstrate program success…or risk losing their budgets. To shed more light on the topic of marketing metrics, Forbes Insights, in association with MarketShare Partners, surveyed U.S. marketing executives on the topic of measurement and accountability. (Registration required to download PDF of the study.)
