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For B2C Marketing Professionals

Marketing Measurement's Higher Calling: Lead Your Firm To An Insights-Driven Future

Vision: The Marketing Measurement And Insights Playbook

January 5, 2021

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Why Read This Report

Statistical analytic techniques used for marketing performance measurement give marketers the confidence to be more accountable for the ROI of their spending. Unified marketing measurement is quickly being embraced as the ensemble of statistical approaches required in today's complex media environment. But it is not the endpoint. Instead, it opens the door for savvy B2C marketers to play a catalytic role in leading their firms on an insights-driven transformation. This report looks at the role of marketing performance measurement in creating an insights-driven business.

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Table of Contents

  • Marketing Measurement Propels Insights-Driven Business
  • Follow Three Steps To An Insights-Driven Future
  • Recommendations

  • Evolve Your Marketing Culture To Focus On Business Growth
  • What It Means

  • Marketing Measurement Becomes Business Performance Management
  • Supplemental Material
  • Related Research Documents

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