To drive response and determine the appropriate marketing mix in this new paradigm, marketers must adopt a fresh approach to understand how to influence prospects and customers. By doing so, marketers can maximize marketing spend and generate stronger return on investment.

According to this article, five core strategies are needed to measure marketing effectiveness. Let's look at them, as well as at some key implementation tactics and ways to overcome the most-common challenges marketers face during execution.

Get the full story at