Setting up Measurement for Success: Measuring Marketing Effectiveness in an Unstable Economy

With rising inflation coupled with a looming recession, there will be even more scrutiny on marketing budgets. This is why “marketing effectiveness” will become much more important over the next few years, and critical in defending proposed budget cuts by the number crunchers. But how do you ensure marketing effectiveness measurement is robust, defendable and clear? Here are some considerations to get that measurement system in place.