Trends Report

Elevate Your Approach To Cross-Channel Campaign Measurement

November 15th, 2018
Joe Stanhope, VP, Principal Analyst
Joe Stanhope VP, Principal Analyst
Rusty Warner, VP, Principal Analyst
Rusty Warner VP, Principal Analyst
With contributors:
Mary Pilecki , Matthew Flug , Diane Lynch

Summary

The evolution from channel-specific to cross-channel campaigns affords firms the opportunity to improve relevance and marry marketing engagement to customer journeys. The processes of measuring and reporting on campaign performance are trickier because B2C marketing pros often struggle to relate channel-specific metrics to high-level business outcomes. This report provides a framework for B2C marketers to define their key performance indicators (KPIs), build a measurement plan, and embed reporting within a performance management strategy.

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