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      "text": "The gap between confidence in full-funnel ROI measurement and overall martech satisfaction presents an opportunity for martech companies to provide assurance in measurement capabilities where confidence is muted.",
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      "text": "marketer confidence: 54%",
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      "text": "Standard industry solutions don't typically account for both upper- and lower-funnel marketing efforts in the same solution. To address the need for short-term sales and to seed long-term growth, marketers should run effectiveness studies for both short- and long-term ROI. One way to do this is to run marketing mix models (MMMs) to optimize channel mix for short term-sales, and then use a second analysis to optimize channel mix for awareness or other upper-funnel metrics. Finally, brands should look at both plans and weight them together based on organizational goals. This should help brands create a more balanced plan that supports both their short-term needs and their long-term ambitions.",
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      "text": "Ensure that your Cross-Platform Measurement isn't siloed",
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