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The document discusses measurement and optimization of digital marketing campaigns. It defines key performance indicators (KPIs) like click-through rate and cost per lead that should be tracked. Tools for measurement include web analytics programs and ad servers to track visitor behavior and campaign results. Testing, analysis and continuous optimization are emphasized to improve marketing messages, website experiences and sales funnels based on data. Defining goals, choosing the right metrics and tools, then iterating through testing, reporting and refinement is presented as the process for effective measurement and optimization.
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