Are Marketers Measuring Their Business Value?

In order to drive results and contribute to the overall business, marketers need accurate attribution. Otherwise, how will they know what actually works? However, December 2014 polling by Experian Marketing Services found that marketers were still using limited models to attribute sales—if they were doing so at all.

Publication: 
eMarketer
Author: 
eMarketer
Document Type: 
Research
Paywall: 
Free

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