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Nearly two-thirds (66.2%) of national brands invest in local marketing (i.e., they conduct marketing campaigns directed at customers in their local markets) but only 42.0% measure the return on investment (ROI) of such efforts, according to a new study by Balihoo.

By contrast, some 56% of surveyed national brands track the ROI of their national marketing campaigns:

Below, additional findings from Balihoo's Micro Study: National Brand Use of Local Marketing and ROI Metrics.

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