Comments on: Interest in Effective Marketing Campaign Management Rises http://www.marketingforecast.com/archives/4845 Fast Forward Findings for Strategic Advertising+Marketing Wed, 08 Feb 2012 17:20:00 +0000 hourly 1 http://wordpress.org/?v=3.3 By: What We Read the Week of March 15th | Razorfish Search http://www.marketingforecast.com/archives/4845/comment-page-1#comment-1719 What We Read the Week of March 15th | Razorfish Search Wed, 17 Mar 2010 22:44:53 +0000 http://www.marketingforecast.com/?p=4845#comment-1719 [...] Interest in Effective Marketing Campaign Management Rises (Marketing Forecast):  A study from Kellog states most senior managers at companies with $400M+ marketing budgets are not using business cases or ROI to make funding decisions. These executives are relying on their gut instincts because they lack analysts to track the data and don’t have a handle on LTV/NPV/ROI. This is a tough challenge for online marketers, particularly when many CMOs had their instincts honed in an age when the online channel didn’t exist! [...] [...] Interest in Effective Marketing Campaign Management Rises (Marketing Forecast):  A study from Kellog states most senior managers at companies with $400M+ marketing budgets are not using business cases or ROI to make funding decisions. These executives are relying on their gut instincts because they lack analysts to track the data and don’t have a handle on LTV/NPV/ROI. This is a tough challenge for online marketers, particularly when many CMOs had their instincts honed in an age when the online channel didn’t exist! [...]

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