Marketing measurement is fragmented and inconsistent. To ensure their activity both shapes and is shaped by business strategy, CMOs need to tie marketing metrics to business objectives, integrate data and insights, and align media plans and metrics.
Key Question: How can marketers evolve their measurement approach to align their teams and contribute more meaningfully to the business?
KEY STAT: Marketers are dissatisfied with their marketing measurement—50% or fewer are satisfied with campaign measurement in any single channel.
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