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Why Media Measurement Must Change
The four dimensions of measurement that CMOs need to master to prove value and unlock growth in the digital age
CMOs need a robust and modern approach to marketing measurement, independent of any of the commercial interests in the ecosystem. To achieve meaningful progress, there are four critical dimensions to measurement that marketers must now master: commerciality, quality, frameworks, and testing. While the industry is making progress in building a universal solution, here’s what marketers can do now.
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