As marketing advances with technology, businesses must reconsider how they evaluate its ROI. Marketers have focused on the links between their actions and financial performance for two decades. There’s been considerable development of tools on the practitioner side, as well as implementation of financial management within companies. Academic researchers have improved their strategic understanding of the role of marketing by studying its impact on customer behaviors and financial measures. They’ve gained clarity on how marketing experience and skills contribute to successful financial management. However, marketers may see a new set of priorities emerge due to technology. What made sense in the past may not work for marketers in the future. Les mer her