Marketing budget

Marketers say measuring return on investment is at the top of their agenda, but almost four out of five admit they are not doing it successfully. It is one more headache for a profession that is expected to have robust commercial as well as creative skills. Take our Which-50 reader

Do you know every dollar on a first-name basis? If you are managing a marketing budget across multiple channels, and negotiating with business managers, C-suite executives and channel partners, the answer is most likely no. In fact, much of the data you need to properly understand the drivers of cost