New approaches to digital marketing measurement
Digital marketing is changing rapidly as new technical and regulatory frameworks come into practice, forcing many marketers to rethink how they measure activity.
Marketers must be aware of the impact that technical and regulatory industry changes are having on the way they measure their digital marketing activity. For some, no changes will be required, for others, new methods must be sought to measure activity.
The best method will depend on the objective of each brand, and the activity being measured; there is not one method that is superior to the other. This briefing seeks to explain which measurement methods are available to today’s marketer, and the benefits and challenges of each, to allow the marketer to make an informed decision on the best approach for their business.