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More Gain, Less Strain: Optimizing Marketing Partner Performance and Value in a Digital World
The CMO Council's in–depth analysis of how marketers are optimizing marketing partner performance and value in a digital world was conducted during the second half of 2011. Included in the report are best–practice discussions with more than 20 leading brand advertisers, as well as quantitative data from 250+ senior–level executives. The study reveals that ad agencies are struggling to evolve in the digital age, resulting in high turnover of interactive marketing firms. On the flip side, clients lack creative ad scoring systems and formalized campaign metrics.