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  "documentTitle": "Mastering Marketing Measurement",
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      "text": "While 30% of the measurement battle is assembling the right KPIs and toolkit, 70% is getting the people and processes in place to enable those KPIs and tools to work their magic.",
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      "text": "Identify a common KPI currency. Work with finance and other key functions to establish a framework that balances short-term KPIs (such as incremental leads and ROI) and long-term measures (such as brand equity). This creates a common language and definition of success.",
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      "text": "Establish cross-functional learning agendas. Bring finance and product teams into the fold and embed measurement in their reviews to create shared accountability. Peer teams become more invested in marketing and more willing to provide it with the resources and flexibility necessary to enable success.",
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      "text": "Update your MMM frequently. Put AI to work to conduct monthly or quarterly refreshes to cut time to insight.",
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      "text": "Deploy incrementality experiments. Validate assumptions from your MMM or MTA process in real-world conditions.",
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      "text": "Scale up AI. Enhance measurement with AI-driven automation to generate insights and predict campaign outcomes.",
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      "text": "The speed and power of new AI capabilities facilitate measurement as never before. But integration is as much a people process as anything else. By taking these six pivotal actions, marketers can demonstrate ROI, fuel more effective decision making, augment revenue growth, and amplify their competitive positioning.",
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