In a recent Forrester report, Rebecca Jennings noted that with interactive marketing forecasted to grow 32% in the US and 17% in Europe, the reliance of marketers on these channels becomes increasingly obvious. But with increased spend comes increased expectations; tracking results through basic measures such as click-throughs won’t be sufficient.
While click-through and response metrics are a good starting point, they are akin to a retailer measuring how many customers try on a sweater. Conversion metrics deep in the funnel truly help marketers understand the impact of their marketing.
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