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Summary
Marketers have access to more data than ever before, yet many still struggle to answer the most important question: Did the marketing effort truly make a difference? And if so, how? Lots of metrics exist. So, is collecting more metrics the best approach to evaluating true impact? In this guest article for The Advertising Club of New York, ARF Senior Director of Research & Insights Tracy Adams argues that the future of measurement isn't about collecting more metrics—it's about integrating multiple approaches to build a more complete, decision-ready understanding of marketing impact.
