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To date, a huge number of ATL and BTL activities independently used by companies create infoglut, which makes it difficult to understand which of the tools led to an increase in profitability and which one led to a sales decrease.
The increase in sales by 2-7% for one or another product category within the scope of a large network turnover is quite significant, but how can one understand that this growth occurred as a result of the use of specific marketing tools, and not due to a natural market growth, or other regularities, for example?