It's no secret that measurement is fundamental to campaign success, but efficiency levels can take a knock if we get into data overload mode. The key lies in selectivity and centralisation - streamlining data directly linked to campaign objectives, based on the most important touchpoints. Forget the rest! Yet another example in marketing where quality is far better than quantity.
More marketing channels mean more metrics, but not necessarily better campaigns or even a clear idea of what constitutes a successful campaign. In fact, in a report sure to scare all CMOs, TrackMaven recently said that marketers are generating more content but getting less return on their investments.