Controlling and optimising marketing efforts, as well as evaluating the real value contribution of these activities, are critical for the long-term success of a firm for marketing professionals. As a result, marketing measurement programmes are now a top priority for advertising firms, and they've become an essential component of marketing budgets. Successful marketing measurement programmes, we've discovered, have a few characteristics in common:
1. Wide acceptance and links to other industries
Decisions about strategic marketing should not be made in the dark. Instead, they should be integrated into a larger company plan. Relevant business units work together to achieve shared goals in high-performing programmes. Companies that take a coordinated, cross-divisional strategy are found to be far more successful than those that think and optimise in silos, according to research.

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