Marketing ROI in the Era of Big Data: The 2012 BRITE/NYAMA Marketing in Transition Study

Mon, 19 Mar 2012 00:00:00 -0400
Knowledge Partners

This survey, fielded by Columbia Business School’s Center on Global Brand Leadership and the New York American Marketing Association (NYAMA) in early 2012, found both widespread adoption of new digital tools, and support for the use of new data to drive marketing decisions and measure marketing ROI.