Why Read This
Every digital marketer knows that measurement is important, but levels of sophistication run the gamut from basic click-based measurement of one or two channels to seamless cross-channel measurement that influences media buying decisions in near real time. In the world of the always addressable customer — where savvy, always connected consumers increasingly expect the right message in the right place at the right time in the marketing they experience — sound, sophisticated measurement of every interaction is a business imperative. This report outlines the four key pillars of digital marketing measurement maturity and describes the primary stages of this maturity. It also provides a self-assessment diagnostic and practical advice on how to move from one stage to the next.