How poor metrics undermine digital marketing - The McKinsey Quarterly - How poor metrics undermine digital marketing - Information Technology - Applications

How poor metrics undermine digital marketing - The McKinsey Quarterly - How poor metrics undermine digital marketing - Information Technology - Applications: "How poor metrics undermine digital marketing
The Web is the most measurable medium in the history of marketing. Now all that’s left is figuring out how to measure it.
OCTOBER 2008 • Jacques Bughin, Amy Guggenheim Shenkan, and Marc Singer"