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How much should you spend on measurement?
This is a question that many marketers are ask themselves. In a world where technology spend is trending towards half of marketers budgets, it’s not surprising that clarity is needed. A key finding is that top performers invest as much as 5x more than their peers in measurement. McKinsey recently published new research findings, stating that organizations that deploy the most technology appear to be the most successful. At first glance, this might seem somewhat illogical (as… Continue reading
