NEW YORK – A Forrester Research executive at the ad:tech New York 2012 conference said that despite challenges marketers face in measuring social media, a way to justify its use within a company is to concentrate social efforts on one step in the customer journey.
{"ct":"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","iv":"6a4e108a5f25c070f6be9e7b5757d537","s":"2a5a3fef5185d857"}