Embrace The New Marketing Performance Measurement Standard
Marketing measurement has evolved beyond last-touch credit. More and more marketers and customer insights (CI) pros understand that assigning marketing credit must reflect the dynamic purchase path. And they're embracing advanced measurement methodologies, such as cross-channel attribution and marketing mix modeling, to determine the true impact of all interactions across all devices, channels, and campaign tactics. CI pros work hand in hand with B2C marketing leaders, supporting the complex measurement ...
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