Today, marketers need to be able to leverage a variety of data to get the most out of their campaigns. Marketing data isn’t always great. Many firms struggle with data quantity over quality, security and privacy, high costs, and inflexibility. By taking the marketing measurement process in-house and leveraging today’s modern measurement platforms, organizations can take control of their data, reduce costs, save time, and get a better understanding of their results.
In this webinar, Brian Cusick, ScanmarQED head of US operations, will take you through the current state of marketing measurement and explain why more and more firms are bringing the process in-house, what “in-house” really means (which may surprise you), and how in-house capabilities better address data and methodology challenges.
In this session, we will cover:
- The current state of marketing measurement
- The evolving challenges with data quality
- The Pros & Cons of different types of marketing measurement
- External Consultants vs. Internal Capabilities
- Different ways to support internal capabilities
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