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Marketing executives are feeling pressure to deliver quantifiable results of their effectiveness, not just intuitive ones. Measuring return on marketing investment is still in its early stages: companies that are pursuing it have been doing so for less than three years. But time spent in assessing MROI is the best predictor of progress. Other predictors are intensity of effort, supportive leadership, and organizational competencies. This report includes two case studies of companies engaged in measuring MROI: Adobe and Workday.
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