Digital Body Language Chapter 9: Can You Finally Measure Marketing Effectiveness?

An Excerpt from Digital Body Language, by Steven Woods

One of the persistent challenges in marketing: measuring and demonstrating its effectiveness in quantifiable ways. Although the value of marketing is generally accepted at a high level (few would accept the risks of under-investing in marketing, for instance), most business executives are unable to definitively articulate the precise contribution that marketing brings.

That becomes problematic in today’s business climate, where the pressure for accountability increases public and investor scrutiny. Simultaneously, the rapid proliferation of new media in which to invest has marketers struggling to understand which options can deliver the greatest return.

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