In this webinar, Jim Lenskold will present an approach to defining and using marketing metrics to improve effectiveness and ROI. The process starts with choosing metrics that align to business goals and provide insight into both current performance and projected outcomes. But it is equally important to have metrics that drill down and provide “diagnostic” insight to determine what actions are necessary to maintain and increase performance. With the right metrics in place, marketing executives can proactively monitor and report key metric outcomes, while also being well prepared to address gaps and act on the information.
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