Running a business using digital marketing is beyond clicks, CTR or likes and followers. In digital marketing we have a plethora of those. After all, remember that, "if you can't measure it, you can't manage it." But how do we align those digital metrics with business objectives? Are you even sure that those signals are real human actions? Is there better alternative than cookie-based data? How would you like to measure your digital with real business metric, such as lift, sales or even life-time value?
Speaking about business objectives, I have more than 15 years of experience in business development. Business Development is about turning growth opportunities into business model then ...
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