[CMO emo guide column] (5): The escalation of digital anxiety, the three major challenges and responses under the globalization of KPI

谢菲菲

Digitalization has brought us more and more evaluation indicators, and it has also made brand owners more and more anxious to answer various questions about marketing goals and results. There are also practical problems faced by the distribution of marketing budgets among different agencies and the choice of different measurement dimensions by various departments within the enterprise, all of which require brands to be able to conduct strategic hierarchical evaluation layouts.

In the process of marketing digitalization, with the gradual digitization of marketing-related media and audiences, we can more easily reflect marketing-related factors and effects in digital form. This corresponds to the creation of a large number of...

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