Redefining KPIs to optimise marketing value and efforts in a volatile economy

Atalia Chua

It is necessary in an omnichannel world to change the measurement of KPIs to quantify them in the traditional sense while integrating results from more diversified sets of data.

Erratic market forces collide due to volatile global events. Prices fluctuate owing to demand and supply disruptions. The value of money now comes at a higher cost and marketers need to spend the dollar more wisely and justify the spend. For many brands,...

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