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For B2C Marketing Professionals

Upgrading Your Interactive Measurement Strategy

Why You Should Make Multichannel Measurement A Priority

December 6, 2010

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Authors

  • By Joanna O'Connell
  • with Emily Riley,
  • Kate van Geldern,
  • Jennifer Wise

Why Read This Report

Marketers measure digital channels in isolation from one another. However, consumers don't act within channels; they act across channels. Cross-channel measurement, a nice-to-have for most marketers today, will be table stakes in just a few years as its value in driving tangible benefits to the bottom line becomes increasingly clear. Marketers can achieve these benefits today by diving into cross-channel measurement full on: creating an analytics center of excellence, working with an agency on a cross-channel measurement strategy, or investing in a technology solution from companies like ClearSaleing or MarketShare Partners.

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Table of Contents

  • Marketers Fall Short When It Comes To Measuring Business Objectives
  • RECOMMENDATIONS

  • Make An Investment In Analytics To Improve Efficiency And Sales
  • Supplemental Material
  • Related Research Documents

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