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As a CFO, how many times have you gone to your company’s head of marketing and asked for dollars back in order to make up a shortfall in quarterly or year-end EPS? How many times have you wished for greater visibility into the effectiveness of marketing spending? If you're like many public-company CFOs, it's not an unusual occurrence.
But you can change this dynamic and gain great new insights into marketing effectiveness by leveraging a new approach to consumer analytics -- an approach that mines social media and other customer "conversations." Advanced techniques and capabilities that are available now can help you capture the pulse of the marketplace as never before. Armed with this information, CFOs and chief marketing officers can identify the minimal effective amount of spending needed to drive the greatest market awareness. Read our new white paper to learn how this innovative form of "marketing intelligence" can dramatically reduce wasted spending and position marketing to contribute even more effectively to earnings per share.