Marketing has the unenviable reputation of being esoteric and immeasurable. The quote; half the money I spend on advertising is wasted; the trouble is I don’t know which half (attributed to Department Store owner John Wanamaker) is still prevalent, despite originating in the late 1800s.
The fact is that marketing, including offline and digital communications, can be measured; if you embed a culture of Marketing Governance within your business or organisation.
This is why we have created the Syneka Marketing Governance Framework.