A summary of UK brand marketers views on digital campaigns correlating with business results and the changing difficulty of campaign evaluation.
Digital campaigns must directly correlate with business results at a time of increasing difficulty over evaluation, according to the latest research from Xaxis – GroupM's programmatic buying arm. In a survey of 250 brand marketers in the UK, over 80% think it is essential for campaigns to drive a direct correlation with sales. However, nearly three-quarters (70%) believe evaluating digital spend has become more difficult in the past five years.
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