Why single-source data must be aggregated to truly measure marketing effectiveness

This article looks at how individual-level data can be aggregated to account for offline activity to help marketers measure the ROI of online touchpoints.

Why single-source data must be aggregated to truly measure marketing effectiveness

Paul DysonData2Decisions

Marketing Effectiveness

This article is part of a series of articles on marketing effectiveness. Read more.

Single-source data is effective at optimising the online part of the customer journey, but if we want to measure the ROI of different online touchpoints then individual-level data needs to be aggregated to account for all other offline activity that influences purchase behaviour.

Marketing effectiveness measurement is in a period of transition and has been for the past three years. From the mid-1980s to just a few years...

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