All marketing is integrated, even if it is unintentional, poorly done or working against itself. Marketing activity does not happen in a vacuum void of other influences.

What is the ROI of your social media activity? What is the ROI of search? What is the ROI of TV? Most marketers don’t actually know.

Traditional marketing organizational structures and measurements are built around individual components. Integrated marketing measurement requires focusing on the final outcome. [Read more…]