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The Marketing Measurement And Insights Playbook For 2020

Embrace A Unified Marketing Measurement Standard

Marketers must change their attitude toward measurement: away from passively reviewing post-campaign reports and toward proactively analyzing results and optimizing future marketing plans. To make...

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  • Report Customer-Obsessed Marketing Demands Unified Measurement

    Vision: The Marketing Measurement And Insights Playbook
    January 16, 2020 | 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 Cast A Wide Behavioral Data Net To Fuel AI-Powered B2B Marketing

    Pay More Attention To What Your Prospects Do Than What They Say
    October 25, 2019 | Steven Casey

    B2B marketing's AI-powered future is closer than you think. In just a few years, AI has progressed from a promising enabling technology found in a few B2B applications to a staple of modern...

  • Webinar Marketing The Marketing Function

    Defining The B2B Metrics That Matter In Your Organization
    December 12, 2018 | Allison Snow

    This webinar helps participants think about building the metrics that matter for their organization — those unique indicators that capture the health of your business. You might wonder,...

  • Report Link Insights To Action With A Measurement-Driven Organization

    November 15, 2018 | Tina Moffett

    Firms are eager to develop a more advanced marketing performance measurement approach as the next step in optimizing marketing budgets. B2C marketers must coordinate measurement goals and...

  • Report Combine Digital Measurements For Intelligent Engagement

    Performance Management: The Digital Intelligence Playbook
    November 12, 2018 | Cinny Little, James McCormick

    Customer insights (CI) professionals have a wealth of data resources and technology at their disposal to measure digital customer interactions. But many programs still fail to capture a complete...

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