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Finally and probably the most challenging is how do we measure our efforts in marketing?  In the realm of digital marketing ( Search Engine Optimization , Social Media, Display Advertising, Paid Search), all of these areas can track sales, phone calls, and specific leads reverting back to the company.  But in the realm of cross device sales and brand impact studies, it’s important we understand which investments in certain channels are producing the right ROI for the company.  Having a discussion around this and presenting this in your marketing presentation is an effective approach worth taking.

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