How Marketers Can Improve ROI by Strengthening their Measurement Practices
It’s standard practice for marketers to measure the ROI of their efforts, though oftentimes the extent of their measurement is assessing impact on overall brand revenue. However, such a blanket measurement offers few insights into whether marketers dollars are working as strategically and effectively as they could be. For example, certain conversions would be more accurately represented in metrics specific to their medium (e.g., impressions for a commercial), while other marketing KPIs are not directly related to sales…