Drive Action Through Marketing Data by Giving it Meaning

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.

Sarah Eaton, Senior Digital Strategist at Grady Britton, 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, while providing the steps and tools for marketers to get it right — from determining how a campaign supports larger marketing goals, to setting clear and attainable goals.

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