Summary
The article discusses the challenges marketers face due to fragmented measurement tools and data silos. It highlights the need for a unified approach to assess campaign performance and return on investment accurately. The author suggests that integrating data sources, adopting standardized metrics, and leveraging advanced analytics can help create a more cohesive measurement ecosystem. By addressing these issues, marketers can gain clearer insights, make informed decisions, and ultimately enhance the effectiveness of their marketing strategies.
The Drum