Is There a Better Holistic Approach to Justifying Marketing Spend?
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Unfortunately, businesses are absolute when relying on these numbers. A retailer sitting at my table spent less than 1 percent on her marketing budget for her online division. The brand/company had been built around another medium and, therefore, she was only allowed to account for revenue that came through the online channel that was attributed to a specific online marketing program and, even then, only if the customer was a “new customer.”
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Danielle Savin
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