The need to measure return on investment (ROI) has long since been seared into the minds of communications professionals, from the days of mere clip counting to the emergence of more modern approaches (think marketing mix modeling, for one). But, as the need for accountability across the corporation continues to mature - and as the line between PR, communications and marketing professionals blurs - meeting the new standards is an ongoing challenge. The following factors up the ante even more:
Measurement Dashboards: The Panacea For Accountability Needs?
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