The end of the third quarter means marketers will be reviewing their successes for 2013 and establishing plans for 2014, and they need to rely on hard data, not subjective measurement, Robert Pease writes. Marketers should look at numbers around the total number of people they reach and measure how often they communicate with this audience. When those two realms are known, marketers can determine how effective their communications were.
3 steps to measure 2013 results and gain real insights
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