November 14, 2020

Organizations have been pressuring marketers to holistically measure and validate their efforts for years, but COVID-19 has certainly amplified the urgency. With advertising and budgets off track this year, marketers and CMOs have more at stake because there’s literally no room for waste or inefficiency.

By identifying and understanding how measurement and outcomes can work together, marketing organizations can create real ROI analyses that deliver trusted and actionable insights. To do that, they need to focus on three key attributes: standardization, holistic measurement and adaptability.

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