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  "documentTitle": "Mastering Marketing Measurement",
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      "text": "These KPIs become a shared “currency” across teams, with all other metrics laddering up to them.",
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      "text": "Take, for example, the global financial services firm whose marketers were struggling to measure their multichannel impact. Partnering with finance and analytics, they introduced a single master metric: marginal ROI (mROI). This gave finance and marketing one language, enabling them to compare channel performance quickly and prune underperforming campaigns. As a result, the firm improved marketing efficiency by about 10% and significantly boosted the credibility of marketing leaders.",
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      "text": "Different functions in an organization often track many different metrics—for example, digital conversions by media channel (often based on the “last touch” traffic source) and incremental sales or ROI (often based on a marketing mix model, MMM). These metrics can each serve a purpose, but often can lead to contradictory conclusions and leave measurement professionals with no way to stitch the metrics together. To overcome this, leaders pinpoint the one or two “north star” KPIs that truly matter when it comes to making decisions about trade-offs and strategy. And half of these leaders go further, by aligning their marketing KPIs with business outcomes. These KPIs become a shared “currency” across teams, with all other metrics laddering up to them.",
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      "text": "In another case, an omnichannel telco’s digital site team tracked last-touch metrics, such as site visits and sources of traffic that drove digital conversion, whereas the media team looked at the holistic omnichannel impact of media spending. These two views surfaced insights that suggested completely opposing actions. What the organization needed was a way to connect these two views with a common",
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      "text": "How Leading Marketers Optimize Measurement—and Increase Growth",
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      "text": "1. Align KPIs to forge a common definition of success.",
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