Measuring ROI

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It can be hard to nail down ROI – especially when it comes to Identity Marketing.

Measuring ROI in marketing has always been difficult. No single number can sum up the many campaigns, brand-building activities, and customer lifecycles that all go into identity marketing.

So what ends up happening? Pressured to deliver, marketers settle for less-than-perfect metrics based on static and channel-siloed KPIs that don’t show the full picture of their marketing efforts.

But it doesn’t have to be that way. Once you address fragmentation, focus on identity resolution, and take into account every aspect that goes into identity marketing, you can get closer to finding that magic ROI number that truly reflects all that gets done in identity marketing.

And once you can better measure your ROI, you can work on driving it higher, too.

Here, we examine key challenges–and opportunities for improvement–in measuring and driving marketing ROI.

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