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Understanding Advanced Marketing Measurement

Writer's picture: Tap In DigitalTap In Digital

This video introduces the challenges of modern marketing measurement, highlighting the complexities of multiple channels, evolving privacy regulations (like the decline of third-party cookies), and the need to move beyond last-touch attribution to a more holistic approach for effective marketing spend allocation.





Key Takeaways:

  • Modern marketing measurement is complex due to the proliferation of channels and data.

  • Privacy regulations and the phasing out of third-party cookies are significantly impacting digital tracking.

  • Last-touch attribution is insufficient for accurate measurement; a holistic approach is needed.

  • Advanced marketing measurement considers the entire customer journey for a more accurate picture of conversion drivers.

  • Effective marketing requires understanding which channels and strategies yield the best results.

  • Limited resources necessitate making informed decisions about marketing spend allocation.

  • This video is the first in a series exploring advanced marketing measurement techniques.




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