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      "text": "Unless you get the basics right, the rewards of using AI to measure marketing efforts will remain out of reach.",
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      "text": "Everywhere you look, AI appears to be making magic, rapidly amplifying outcomes across business functions. In marketing, it has enabled companies to develop creative assets in a day and conduct dozens of multivariate tests simultaneously, synthesizing results to obtain insights in a fraction of the time it would normally take. So it’s little wonder that AI has also raised C-suite expectations concerning how accurately the effectiveness of marketing investments can be measured. Meeting these expectations has not been easy. More than 70% of marketers today are using AI in their measurement toolkit, but this has not yet led to clear improvements in all cases—nearly one in three of all marketers consider evaluating media effectiveness across channels as their biggest challenge.",
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      "text": "This finding underscores the fact that AI and other technologies are only part of the answer. Without an underpinning of sound marketing measurement processes, AI cannot deliver fully on the potential benefits. In other words, unless you get the basics right, the rewards of using AI to measure marketing efforts will remain out of reach. To find out who is doing it right—and how—we surveyed 3,000 senior measurement professionals worldwide.",
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      "text": "The challenges with marketing measurement are familiar and numerous: too many KPIs, fragmented toolkits, discrepancy between short- and long-term goals, data that’s hard to access, and organizational siloes. However, a subset of leading marketers¹ in our survey (just under 20%) have managed to surmount these obstacles and in doing so have delivered up to 70% higher revenue growth than their peers. By aligning on a holistic KPI architecture and creating an integrated approach to measurement, these leaders have been able to harvest and share richer insights, align short- and long-term objectives, and sharpen their organization’s marketing decision making.",
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      "text": "As part of this effort, we developed a Measurement Effectiveness Framework: a structured model that helps marketers integrate measurement across the entire business cycle, from strategic planning and tactical evaluation to operational optimization. (See the exhibit.)",
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