The article argues that traditional recall-based metrics for tracking advertising are inadequate for looking at all marketing activity, which increasingly matters as marketers make greater use of experiential marketing (events, trade offers, point-of-sale etc.).
Use real-time ad tracking to fully capture all touchpoints
Erminia Blackden
Campaign evaluation has, for too long, focused almost exclusively on the relative achievements of advertising. But it is only one part of the overall marketing mix. All elements...
