FOR B2C Marketing PROFESSIONALS

The Marketing Measurement And Insights Playbook For 2017


Embrace The New Marketing Performance Measurement Standard



As marketing evolves to influencing customers at multiple points in the customer journey, marketing measurement must fully value the role of each marketing interaction. B2C marketers must embrace unified marketing impact analysis (UMIA) — an approach that uses statistics to fractionally allocate credit to different marketing initiatives across all touchpoints. This playbook explores how marketers can use UMIA to better measure marketing performance, take a data-driven approach to marketing planning, ... Continue reading the Executive Overview

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