In the past, marketing was very much an art comprised mainly of experience, gut feeling and a good serving of luck. The ability to track interactions and append real actionable numbers to campaigns has changed the industry and caused a shift to data-driven strategy analysis.
As a result, marketing budgets have become increasingly scrutinized as a growing number of brands choose to measure success against their Return on Investment or Objectives (ROI/ROO). Every marketing channel has to meet corporate goals (e.g. leads, sales, brand awareness), otherwise budget and resources are quickly reallocated. ROI is no longer determined after campaigns are over; it is a real-time creature that will heavily influence strategic and tactical decisions. Brands want to determine ROI using data and analytics as opposed to rough estimates and subjective guesses.
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