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State of Integrated Marketing 2017
State of Integrated Marketing 2017
About this paper
Key Findings and Methodology
The connected consumer requires a connected experience
Modern Marketer or Traffic Cop?
As marketers adopt new tactics, converging metrics for measuring online and offline marketing success will be necessary
The drive for integrated marketing programs: expectations vs. reality
Breaking down legacy silos
Building a cross-channel measurement strategy
Marketers adopt new KPIs as they expand across channels
Goals of Offline Marketing Campaigns Have Evolved Over the Last Two Years
Changing KPIs in Online Marketing Campaigns
Building a successful measurement process
Tools and Services Deployed for Marketing Measurement
Importance of Organization’s Marketing Measurement Processes
Conclusion and recommendations
Marketers have their greatest opportunity ever to tie their actions to business outcomes.
