Every marketer has heard the joke: “I know 50% of my marketing spend is wasted, I just don’t know which 50%.”  But it’s not so funny in the Sarbanes-Oxley era with the resulting pressure on all senior executives to dramatically improve corporate accountability and implement more rigorous financial controls.  The waste must be pinpointed, since the process, data, and analytic technologies exist to control, monitor, and measure the impact of every marketing investment.

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