Data Measurement: It

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Measurement is paramount in marketing today. Every decision we make as marketers to enhance efficiency and effectiveness must be measured before it can be assessed, either directly or indirectly. Without measurements, we wouldn’t know whether our decisions yielded the actions and results we hypothesized. In short, without measurements, we’re marketing with blinders on.   Measurements always start with business questions—e.g., “How is the overall channel....

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