Google-Econsultancy Research Reveals How Marketers Are Using Measurement

Marketing measurement, a systematic management of marketing resources to achieve measurable gain in return on investment, is challenge for marketers in this multichannel and multidevice world.Econsultancy and Google have revealed the results of a research on challenges of measurement in a mobile, multichannel and multidevice world, according to Stefan Tornquist of Econsultancy.Here are some of the findings:58% marketers believe that first-party data is a strategic asset that informs their decision-making73% of marketers are comfortable using proxies to tie media metrics with business outcomes80%... [...]