A combination of tightening ad budgets, fragmented content consumption and an increasing volume of data has made performance a top priority across campaigns of all sizes and scales. Brands are putting more pressure on agencies to demonstrate a direct impact on sales uplifts, and the push for omnichannel campaigns has made per-channel performance metrics vital.
The ubiquity of data changed marketing forever. Gone are the days when campaign success was judged after the fact through the reach of a TV commercial or the uplift in magazine subscriptions. Every dollar spent on advertising today is justified through accountability, precision, and measurable outcomes. Through this transition, performance marketing was born.
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