A Refresher on Marketing ROI
Harvard Business Review
JULY 25, 2017
trillion in 2014. ” Some firms use A/B testing to assess the incremental lift that a marketing program gives, with the B group serving as the no-marketing control case, Avery explains. Juan Díaz-Faes for HBR. Companies spend a lot on marketing communications. trillion in 2019, up from $1.6
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