What Works Best For Measuring Marketing Impact? Top-Down, Bottom-Up Or Sideways?

The discipline of marketing science arose from marketers' number one need: to know what advertising efforts work. What are the forces that drive sales up or down, and by how much? To answer these questions, marketers need data. In yesterday's world of mass media broadcast advertising, aggregated data was all that marketers had to make data-driven decisions.Read the full article