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Description
Marketers must change their attitude toward measurement: away from siloed, single-channel tracking and passively reviewing post-campaign reports and toward using those results to build analytic models that inform future planning. Marketers must learn to embrace unified measurement as the new measurement standard.
Key takeaways:
- Learn how once-reliable marketing measurement techniques are being replaced for the better.
- Learn the key components of a unified marketing measurement approach that supports quantitative marketing planning decisions.
- Discover how marketers are successfully maneuvering through the complexity of marketing measurement.
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