Aquent CRE8 Measurement M Becker

This document summarizes a presentation on measuring marketing results. It discusses the challenges facing modern marketing functions and the need for measurement across customer, financial, and operational dimensions. It promotes treating marketing as an operations function and establishing a marketing operations role and function to manage resources, integrate planning, and provide transparency on performance and return on investment. The presentation provides examples of how marketing measurement can be implemented and the expected benefits of doing so.