Summary
You can use marketing measurement and optimization to understand the business impact of marketing budgets, determine the optimal mix of channels, and forecast the results of alternative marketing plans. But to realize these benefits, you'll first have to select from a diverse set of vendors that vary by size, functionality, geography, and vertical market focus. B2C marketers should use this report to understand the value they can expect from a marketing measurement and optimization provider and to select one based on size and functionality.
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