The Reality of Marketing Metrics

We recently participated in a panel on marketing measurement for the Massachusetts Innovation & Technology Exchange and it got us to thinking about all the hubbub around marketing measurement and analytics today.  Everyone is talking about it.  Everyone has vast quantities of data.  And yet despite the increased sophistication of measurement tools and practices, the debate about how to really do it continues.  No one has yet come up with an answer to the question: How do you measure marketing?  Here are just a few thoughts on why this is and what marketers can do about it: 

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