In the first few weeks of this year, several surveys by institutions including Alterian and Sapient were released that predicted the key initiatives marketing will undertake in 2008. Initially, I was shocked to read that these surveys showed that most organizations were still focused on the basics. But a more detailed analysis of the data and a historical glance at adoption rates in marketing functions drew a clearer picture.

No matter which survey I looked at, the overwhelming theme was that the main concern for most marketers in the coming year is multichannel marketing measurement.

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