Measuring IC Effectiveness: Red Herring or Holy Grail?



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To measure or not to measure? Fine tuning performance and proving business impact depends heavily on insightful data. However, while a small number of IC professionals swear by measurement, most of the industry opts out of data collection.

So, what’s causing this division? Why are so many IC professionals avoiding measurement while a select few see it as a critical success factor?

This white paper offers insight into the two measurement camps of IC: the very large, ‘little or no measurement’ camp and the extremely small ‘thorough measurement is everything’ camp.


In this white paper, you will learn:

• What’s stopping most IC professionals from measuring the impact of IC activities?
• Why are some IC leaders putting measurement at the heart of their approach?
• What are the key challenges to overcome when introducing measurement in an IC space?

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