Across all verticals, marketers continue to face huge challenges in relating campaign activities and results to marketing and consequently business outcomes. This is driven in part by a fragmented digital media landscape and the still-evolving capabilities at play spanning technology infrastructure, tools and talent.
This white paper is aimed at addressing a gap in available industry literature on the topic, and to offer best practises for brands looking to create more robust measurement frameworks and processes. The insights shared are based on in-depth interviews with marketers representing a range of Fortune 500 companies in addition to tech leaders, and global advertising agencies of varied business complexity and marketing sophistication.
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