Measurement Challenges Stump Marketing Executives Social media is one of the most difficult forms of marketing to measure

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

eMarketer 

Most marketers know that company executives want to be able to measure marketing tactics and campaigns. But as the marketing mix evolves and becomes more interconnected, this has grown more challenging.

Voice-based marketing automation platform Ifbyphonesurveyed marketing professionals for its “2011 State of Marketing Measurement Report” and 82% said their executives expect every campaign to be measured.

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