Humor aside, Wanamaker wasn’t joking. And the challenge still remains with brands struggling to accurately capture the performance of their online ad campaigns amidst a fragmented array of marketing touch points. But the price of assumption-driven marketing is high, and, even with a plethora of digital tools now at their disposal, marketers often don’t have a firm handle on how the various components of an ad campaign impact behavior or drive revenue.

Ultimately, any judgment about measuring a digital advertising campaign’s success depends on how well it can advance the company’s goals — in particular, with reference to the following types of data: revenue, website traffic, ad awareness and brand recognition.

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