The number-one job of a marketer is to invest budget wisely to drive sales. That inherently requires accurately measuring the performance of that spending. Yet most advertisers still rely on flawed measurement methods that systematically overstate performance and misallocate resources. The measurement crisis Even the smallest Fortune 500 companies generate roughly $ 10 billion in revenue, […]
The post The High Cost Of Bad Measurement: Why Randomized Geo Experiments Are The Gold Standard appeared first on AdExchanger.
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