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If you can't measure it, you can't improve it
Half the money I spend on advertising is wasted; the trouble is I don't know which half. - John Wanamaker (1838-1922)
Digital capabilities are currently available to track marketing activities’ performance across the Customer Decision Journey.
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For more information please click on link – Competing on Customer Journeys by David C. Edelman and Marc Singer, HBR.
