Marketers Are Wasting Money—Here’s the Fix!
The Marketing Scientists
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Navigating Marketing Measurement Challenges
This chapter addresses the primary challenges businesses face in measuring and trusting their marketing data, particularly when entering new channels like audio. It highlights the significance of aligning survey strategies with consumer terminology and preferences while balancing the complexity of data collection methods. The discussion underscores the importance of crafting effective surveys and careful question design to ensure data accuracy, enhancing overall marketing strategy and decision-making.
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