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