Few marketers would admit that they truly have a handle on their analytics. But don’t blame it on the marketer. Marketing efforts are, by nature, hard to quantify in terms of dollars, revenue or impact. They tend to result in phantom impressions and estimated changes in perception – or what we call brand engagement (which is the bucket where we tell ourselves we cant measure it but its working).
But this type of vague sentiment isn’t going to cut it for much longer. Business owners and senior executives are increasingly demanding more tangible and quantifiable metrics and for marketing to be more data-driven.
As a result […] Read more