Author Archive

Minding the Gap: Measuring the ROI of Traditional Marketing

a bridge broken in half
By Peter Decoteau

The ever-present challenge in marketing is the push and pull of action and measurement; learning, strategizing, coordinating, implementing, measuring, refining, rinse, repeat. Digital platforms have afforded us the ability to “close the gap” between executing our marketing efforts and measuring their success—if not completely, then to a much more precise degree than ever before.

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