Digital marketing has created a great deal of value for firms by enabling potential customers to be targeted more precisely and permitting the effectiveness of marketing activities to be monitored and optimized. However, it has also increased the market power of digital marketing channels and agencies. One aspect of this is the dependence on these suppliers for metrics and analysis. Firms can mitigate this dependence by creating their own digital marketing performance analytics capability. This paper outlines some of the issues and potential remedies.

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