Summary
When performance marketers optimize the entire funnel, they help brands effectively address consumers on their nonlinear paths to purchase. Performance marketers mutually support their finance, analytics, creative, and earned media teammates at agencies and/or within their organization by helping them understand audiences, plan and buy media accordingly, test creative, verify marketing’s revenue impact, and prove its yield. By working across various functions and the advertising lifecycle, performance marketers are critical to brands’ growth.
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