Marketing and Advertising are an ever-evolving realm. What works today may not be so useful tomorrow, and what works for Facebook, may be rather detrimental when used with LinkeIN. The point being, Marketing Experts (the strategists and the analysts) have to be on the constant look out for new techniques that measure their efforts, or else risk losing the early adopter advantage to a fellow competitor.
Here is a piece written about cross device reporting, and how marketing efforts get redefined – Client Content
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