It’s time for your brand’s data strategy to grow up

Photo: Stein OlsenMost marketers want to deploy their marketing budgets with the goal of maximising return. It can appear deceptively simple to calculate how much is spent on marketing – and how much it costs to achieve desired outcomes to get the most return for their efforts.
It’s all very straightforward in theory. However, measuring correctly is quite complex, even if a company is confident about which outcomes it wants to see.
And often, even in today’s analytics-obsessed