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Branding Measurement in Today's Accountable World: A Tale of Two Marketers is a research study that explores the various challenges brand marketers face when it comes to quantifying marketing performance.
The study, which is based on findings from a survey of over 500 US and UK-based brand marketers, uncovers the relative lack of accountability and confidence when it comes to measuring branding metrics such as "engagement." It also explores the challenges of isolating and quantifying the impact of individual digital channels, as well as TV, on branding KPIs.
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