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5min chapter
Making Marketing Numbers Make Sense
The Digital Marketing Podcast
Building a Culture of Measurement for Digital Businesses
Leadership needs to be able to measure digital and understand what digital is doing. Bidding on a cost per mill, CPM, might not work for you as a brand because your click-through rates are terrible. You've got to have a culture of measurement that understands these things so they can measure things like lifetime customer profit.
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