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The Conflict between Accountability & Effectiveness: IPA Awards Case Studies Show which Metrics Really Matter

DDB research indicates that marketers who focus on ‘leading indicators’, like brand awareness and image, as a measure of business performance often enjoy considerably less business success than marketers who focus on ‘lagging indicators’, like market share, profitability or measures of consumer behavior. Focusing on a small number of leading indicators is good for accountability but it actually reduces effectiveness. Find out what metrics your brand should employ.

Posted on June 25, 2007 7:50 PM | Permalink