How one brand tackled an enduring marketing challenge: measuring a campaign’s bottom-line impact

July 09, 2019–If you run a great advertising campaign, but can’t prove it had any real business impact — a boost in sales, for example, or a flurry of new subscriptions — is it still a great campaign? Any decent marketer would answer in the negative. After all, as important as our work is, it’s a means to an end, not an end in itself.

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