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Marketing Metrics and Measuring Campaigns

Advanced Strategies for Measuring Your Marketing Programs

It’s not so easy to identify the kinds of results delivered by a marketing program. Any measurement framework is a tradeoff between accuracy and cost. Experience shows that most marketing departments start with low-cost, low-accuracy measurements and then begin to experiment with approaches that are more complex.   Key Challenges to Measuring Marketing Programs   …

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twitter tailored audience

How to Use Twitter Tailored Audiences

Not to be outdone by Facebook’s Custom Audience feature, Twitter unveiled their own Tailored Audience tool in 2013. Much like Custom Audiences, Twitter’s Tailored Audiences allows retailers to target ads to specific audiences based on email addresses that the retailers have already collected. Previously, advertisers largely had to rely on keywords and the Twitter handles …

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