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Mobium survey finds limited measurement for ROI

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Chicago--Only 28% of business marketers measure “most of their communications tactics” when evaluating marketing program effectiveness, according to a survey by Mobium Creative Group. The survey, which was conducted among members of the Business Marketing Association, the Association of National Advertisers and other organizations, also found that only 37% of respondents track sales as a measure of success when determining the return on investment of a marketing program.
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