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Demonstrating ROI with competitive intelligence
Using data to inform your strategic marketing decisions
In an age of enhanced measurability, marketers are becoming increasingly accountable for every penny spent. Moreover, expectations are constantly being raised so that campaigns and activity must not only pay for themselves, but deliver handsome multiple returns.
Demanding ROI is one thing, but proving it is something else. Improved digital analytics and measurement tools have gone a long way to give marketers useful metrics that can benchmark success, but as channels diversify and the means through which customers interact with brands becomes more varied, the world is becoming a lot more complex.
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