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Study Finds Marketers Don't Practice ROI They Preach

As one respondent colorfully put it, his company’s marketing ROI measurement is like “pissing in the wind.”

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 More Than Half Don’t Use ROI Metrics to Plan Budgets; 28% Rely on Gut Instinct

For all marketing’s obsession with return on investment, it’s not used to set budgets, according to a new study.

A survey of 243 CMOs and other marketing executives found that 57% don’t establish their budgets according to ROI measures. Sixty-eight percent of respondents said they base their budget decisions on historical spending levels, while 28% said they go with gut instinct. And 7% said most of or all their spending decisions aren’t based on any metrics at all.

The study was conducted in January and February by the Columbia Business School Center on Global Brand Leadership and the New York American Marketing Association, and results were presented at the Brands Innovation Technology conference in New York on March 5.

The state of the art remains surprisingly primitive, according to the survey, in which half of respondents didn’t include any financial outcome when defining marketing ROI, and 22% use the most basic measure — brand awareness — to gauge marketing ROI without necessarily determining even whether the awareness is positive.

As one respondent colorfully put it, his company’s marketing ROI measurement is like “pissing in the wind.”

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John Mahfood “I Listed on the JSE to Raise Capital for My Business”

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JSE Online Trading Platform

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Grace Stockholders To Vote On 3-for-1 Stock Split Today

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Shareholders of GraceKennedy Limited will this morning meet to consider and, if thought fit, approve a recommendation for a three-for-one stock split.

If approved, shareholders will receive three stocks for each one that is currently held.

According to group CEO Don Wehby, the stock units with a market price of J$115.00 per stock unit prior to the split will now increase threefold with an initial price of J$38.33 per stock unit

He says the stock split would allow GK’s stock to be made available to more investors while further enhancing the market for the shares.

Ahead of this morning’s Extraordinary General Meeting, GK last week issued 59,360 additional GK shares.

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UK Loses S&P Triple A Rating

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The UK has lost its top AAA credit rating from ratings agency S&P following the country’s vote to leave the EU.

S&P says the referendum result could lead to “a deterioration of the UK’s economic performance, including its large financial services sector”.

Earlier the pound plunged to a 31-year low against the dollar, and UK markets closed lower for a second day. On Friday,

Moody’s cut the UK’s credit rating outlook to negative.

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Caribbean Hotels Named In Jetsetters’ 2016 Best Of The Best

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Three Caribbean hotels have been named in US-based travel and lifestyle magazine Jetsetter’s 2016 Best of the Best awards.

The list which was published recently, highlighted the world’s 20 best hotels in categories ranging from Best Over-The-Top Luxury to Best Safari Lodge.

Included in the list were Antigua and Barbuda’s Barbuda Belle Luxury Beach Hotel, Anguilla’s Zemi Beach House Resort & Spa, and St Lucia’s BodyHoliday.

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