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Measurement makes digital marketing work. Without it we’d be guessing, and that’s a poor strategy when money is on the line.
Early on in my 20 years as a digital marketer, my focus spanned three areas: measurement; email marketing; and a small search engine that was gaining some traction, Google.
I have a couple of strategies you can use to help achieve a similar edge during these changing times. But before we dig into the details, let’s talk about the types of digital advertising that are cause for concern.