ACTIONABLE INSIGHT # 2 : Don’t plan marketing campaigns without a concrete measurement plan focused on corporate KPIs and ROI. Great creative and a great distribution plan are no longer sufficient. Whether you are tracking revenues, profits, CTRs, impressions, or a multi – channel funnel style impressions-> clicks-> conversions across media types, make sure that the measurement plan is agreed to before the campaign starts, and communicated up to the executives who will later …
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"The Metadata is the Massage" | Actionable Insights – A Covario Blog