For marketers challenged with growing share in low-growth or declining categories, especially during a recession, the largest most reliable data holds the promise of providing a competitive edge. But the need for this data in decision-making is just half of the challenge.
After decisions are made, plans are executed, and hopefully revenue targets have been exceeded, marketers must then prove that revenue growth was directly the result of their marketing investments. The ability of CMOs to connect their team's activities to revenue and profit growth is a driver of longer tenure.
In this whitepaper, you'll learn:
- The anatomy of an effective control group
- How good control groups ensure apples-to-apples comparisons
- The key to "people-based marketing"
Learn more about observational control groups and how they can prove success in this white paper.