Break down measurement silos for a more holistic view of marketing

02/3/2012 | eMarketer

Measuring both digital and traditional marketing results in silos ignores their synergistic effect, argues Doug Brooks of Marketing Management Analytics. He cites, as an example, a study showing that as much as 40% of branded search traffic is driven by traditional broadcast and print media. Joining cross-media measurement and segmentation advances the goal of holistic views of integrated campaigns.

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