Summary
For more than 20 years, B2C marketers have used key performance indicators (KPIs) derived from the practices and needs of direct marketers. But consumer content consumption practices have changed, and advertiser goals have evolved as a result. Today, an omnichannel strategy, the only way for marketers to reach and message their customers and prospects, requires a new set of metrics. B2C marketers should read this report to learn what KPIs count in this omnichannel media world.
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