In a trade publication last month, marketing guru Al Ries proudly declared that “determining the ROI of a marketing program is an expensive exercise with little or no value — an experienced marketing executive instinctively knows whether a marketing program is working or not.”
He countered one CMO’s perspective on the value of analytics, by concluding that the practice of marketing “is not even 1% mathematics.”
Hmmm…. Dare I say that I beg to differ.
I’m sure our friends over at Google would certainly beg to differ.
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