Companies spend an enormous amount of time and money each and every year to build marketing strategies, research competitors, launch ad campaigns, deploy elaborate websites and attend industry related events and trade shows... all for the goal of growing their revenue. The one area that could be the most critical area of their marketing strategy is usually not addressed or integrated into their plan - accurately measuring and tracking the overall effectiveness of their marketing strategy. Many companies fall into the trap of repeating the same marketing strategy each year, afraid to try anything new from the fear of another failed effort or wasted expense.
