Effectiveness and digital media - how to avoid the trap of knowing the price of everything and the value of nothing

Greg Grimmer

In this article, the author casts a critical eye over the world of online effectiveness and warns against confusing counting actions and responses with measuring contribution to revenue or profit.

Effectiveness and digital media – how to avoid the trap of knowing the price of everything and the value of nothing

Greg Grimmer

CUT ONCE, MEASURE TWICE …

As I approach this chapter and attempt to do justice to the given title in the IPA's most sacred tome...

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