Advertising Age Article Abstract
Seeking ROI? Kick-start Efforts With Pilot Projects
When Budgets Are Tight, Test on Small Scale and Roll Out Wide to Maximize Returns
As we researched for our new book, we found that there are marketers at companies such as Kellogg Co., Unilever and LG who have overcome barriers to increasing marketing ROI. And one thing that they all have in common is that they kick-started their efforts with pilot projects. ...