3 ways to tap into the multipoint marketing universe

05/24/2013 | BtoB Magazine

A single data source will not suffice in today's complex multipoint environment, says Clark Fredricksen, eMarketer vice president. Measuring performance doesn't mean using every metric in the book but rather honing in on "specific metrics that will inform campaign performance and strategic decisions," he says, adding marketers should not ignore hands-on metrics such as surveys.

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