How Creative, Agile and Metrics can Sing in Marketing Harmony [UML]
Sword and the Script
JULY 21, 2018
Years ago, I spoke to a CMO that said, “I don’t invest in anything I can’t directly measure.” At that time, that basically limited him to email and search advertising. Limited is the operative word, because while measurements are important, you can’t directly measure everything, like the impact of creativity, and yet we know these things have value.
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