Mobility Investigate

How Poor Metrics Undermine Digital Marketing

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Executive Summary

The Web is the most measurable medium in the history of marketing. Now all that's left is figuring out how to measure it. The rapid growth of online advertising hides a serious challenge: the digital world has developed faster than the tools needed to measure it. This problem has made it difficult for marketers to fully exploit the Web's promise as the most targetable and measurable medium in the history of marketing.

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