Not everything that can be counted counts and not everything that counts can be counted.” –Albert Einstein The practice of measuring, managing and analyzing marketing performance to maximize its effectiveness and optimize return on investment (ROI) is key, but that doesn’t mean it’s easy. The challenge is getting the omni channel data into one single view. Yet understanding marketing analytics allows marketers to be more efficient at their jobs and minimize wasted marketing dollars which is a key requirement today. After this session you’ll be able to: Identify key metrics that lead to actionable insights View analytics tools and platform results with a big picture view Report back and tie marketing to business objectives