Americas

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The Fundamentals of Marketing Measurement and Analytics

1. Introduction At the heart of all marketing measurement and analytics is data. The significance of data and its relationship with business success has become a key theme of seemingly every commentary, report or conference over the past few years. Becoming ‘data driven’ – using data to make smarter, quicker decisions and just understand more […]

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Online Video Best Practice Guide

1. Introduction Video has grown in importance for marketers over recent years, fuelled by the growth in more sophisticated smartphones, greater mobile penetration, improved download speeds and a wealth of distribution platforms in the form of social media. This is reflected in research by Wyzowl,[1] showing that the number of businesses using video as a […]