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Consider the Audience: Marketing Effectiveness Metrics for Everyone

The marketing technology boom has witnessed a concurrent increase in the type of marketing analytics available. Availability, however, doesn't mean that everything is important. Some metrics are valued only by other marketers, while still more have greater value to corporate managers. The challenge is in determining which is which. This report, based on data collected in September 2013, identifies the most valued marketing metrics both inside and outside the marketing function and contemplates the differences based on audience.

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