A century ago, John Wanamaker was attributed on saying the famous axioum, "Half the money I spend on advertising is wasted; the trouble is I don't know which half". Today it is easier to track the marketing spending and results. A Seattle company, Tableau, is one of the company's providing tools to graphically show the data. An important part of a marketing plan is to forecast measurable results and the ability to audit those results.

DQ1. Research a marketing reporting tool or cite an article about marketing forecasting and measurement. Describe how it could be used in the marketing plan assignment. You may use this discussion in your Integrated Communications and Measures Assignment. Please respond to at least one student's posting by explaining how you could use the tool or article that they found.

Reference:

Wanamaker, J. Retrieved