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With all the measurement via email, social media, banner ads, 800 numbers, QR codes and the like, it’s easy for marketers to stick to in-process metrics that tell us how a program is working but don’t really tell us whether it is successful to the bottom line.

I use “click-thru” and impressions and the like to tell me if a campaign is working or not, but look to appointments and sales as the ultimate metric for success. The more marketers build programs against these business objectives the more valuable we become.

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