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How not to plan - Les Binet & Sarah Carter

Uncensored CMO

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How Does Trade Spend Drive Me Mad?

The more detailed measurement systems have got, the worse marketing’s got. It all pushes you in the direction of the short-term. And it's the same mechanic with online advertising. Well, the fundamental thing is measurement. It's having a dial, which seems to tell you something and gives the market immediate feedback that they've done something right. They respond to that.

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