Measure By Measure

On Balance

How is our industry like the locker room at the local gym? Everyone wants to see how they measure up to the next guy. That’s why so many firms today are interested in using benchmark studies to compare their spending with their rivals.

Of course, vanity isn’t really what’s driving these firms (we’ll leave the executives and their egos out of it). As usual, it’s the money. You don’t want to be spending $1,000 on, say, FX data when the competitor next door is paying $500, especially if that fir

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