Creating engagement and awareness is no longer the most important metric for measuring your marketing campaign’s success. Lead generation should be integrated into every step of your customer journey – making sure that your marketing is not only capturing your audience’s attention but their data as well.

When measuring your campaign’s success, it is sometimes hard to illustrate the value of the campaign when all metrics revolve around Brand awareness, positive perceptions and goodwill.  And while these achievements are all important in a world where one tweet has the power to undo years of marketing and good reputation, capturing quality data has the ability to put a tangible value to your existing marketing campaigns.

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