Topic
Campaign Measurement
-
Digital
OPINION: Better Marketing Metrics CMOs Can Give CFOs
The case for CMOs adopting a different set of metrics that provides a more accurate estimate of ROI through accounting for incremental sales.
-
Data & Analytics
Rethinking KPIs and Campaign Measurement in a Post-Cookie World
How marketers can prepare for the demise of third-party cookies.
-
Acquisition
How L.L.Bean Mastered a Sophisticated Measurement Strategy
When you launch a new department that combines five marketing channels, the challenge becomes how to get your metrics in order. Kathryn Burke Pratt takes us on the journey.
