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  • Report The Financial Payback For Marketing Measurement

    Business Case: The Marketing Measurement And Insights Playbook
    August 15, 2018 | Jim Nail, Michelle Bishop

    As marketers are increasingly held accountable for the financial returns of their efforts, they need sophisticated measurement that accurately apportions credit to the myriad touchpoints in a...

  • Report Customer-Obsessed Marketing Demands Unified Measurement

    Vision: The Marketing Measurement And Insights Playbook
    July 19, 2018 | Tina Moffett, Jim Nail

    Today's increasingly complex media environment means once-reliable marketing performance measurement techniques, such as marketing mix and attribution models, fail to properly credit marketing...

  • Report Master The Mechanics Of Marketing Measurement

    Two Measurement Mainstay Approaches That Will Guarantee Better Insights
    December 21, 2017 | Tina Moffett, Jim Nail

    Despite the progress that B2C marketers have made in marketing measurement maturity, they remain confused and overwhelmed about the numerous measurement techniques and when to use them. In-market...

  • Report The Marketing Measurement Action Gap

    December 21, 2017 | Jim Nail

    Marketing measurement has long been a challenging discipline. But an elite segment of B2C marketers has embraced marketing measurement and optimization technologies to dramatically improve their...

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