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" ... The research highlights that the highest performing marketers (those that exceeded their growth plans by over 25 percent) are more data-driven and effective in the way they measure and manage marketing performance. CMOs are far more confident in their media allocation decisions, forecastability and impact on sales, particularly offline sales attribution. Amidst the current downward industry trend in marketing budget cuts, leading CMOs advise spending aggressively on marketing measurement rather than trimming it in order to achieve greater media effectiveness and efficiency. ... "