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From
moz
Marketing efforts at the top of the funnel, like PR and content marketing, are notoriously hard to measure in terms of their value. In today's Whiteboard Friday, Rand offers three ways you can perform that measurement, as well as some perspective about "serendipitous marketing."
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Click through for the 9+ minutes of video. Straightforward stuff, but TOFU, as an individually measured stage, can only rely on the softer metrics, e.g., traffic, without knowing the impact on true business metrics. Without that linkage, it's a waste of time.