Giving meaning to marketing data by connecting the dots across channels helps prove the value in a diverse set of tactics, and guides future decision making. And that work? Well, someone has to do it.
GB Senior Digital Strategist Sarah Eaton writes in MediaPost about how to add specificity to marketing goals that are based on the desired customer journey and not just the supporting metrics. She demonstrates how to create a more strategic approach to marketing so that data tells a clearer story of success, and even provides the steps and tools so you can do it, too. Ask the right questions upfront, and the answers are usually a little clearer when you have all that data to sift through.