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Premium Content: Marketing, data and measurement: from the blackboard to the dashboard

data measurement roi Apr 28, 2021

By Andrea Tartaglia – Co-Founder/Director @ The Marketing Leaders Ltd.

Something Nick said in last week’s blog entry really resonated with me: at the beginning of our marketing careers, we probably had only 10% of the data we have today and yet we created great marketing.

And the marketing was not great only because it was creative, innovative, groundbreaking, … (add any other awesome adjectives you think appropriate). It was great because it was effective. It was delivering results.

Both aspects (creativity and business impact) are great to have but, in the end, it is effectiveness that is the most important. What is the point of having a creatively admired marketing activity if it does not drive the results it was developed to achieve?

 

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