To ensure success in digital marketing, it is imperative to have a clear idea of the impact of each campaign, to understand the key performance indicators (KPIs), and be able to provide confident forecasts. The majority of brands will expect the marketing function to understand all the different digital channels, their respective metrics, and which tools can be used to track, analyse and optimise activity.
However, simply understanding each individual channel does not suffice anymore. Brands require analysts to have a deep understanding of how different channels interact with each other; i.e. which channel, format and timing results in what impact and how those different elements are planned over a defined period of time. Learn more in our new case study below.