Tech Industry

Digital Marketing Measurement Fundamentals Strong, Tactical Implementation Lagging

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Executive Summary

As digital continues to supplant offline media as the driver of corporate and business marketing, organizations seeking competitive advantage will need to do more than employ marketing measurement tools. Monitoring and optimization of overall digital marketing measurement programs - including measurement skills of employees and corporate strategy - will become increasingly important. Given the historic absence of a standardized assessment model, however, different factions within organizations may find themselves at odds about what, exactly, constitutes successful digital measurement.

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