The measure of marketing investments may need to shift from hits to a measure that is closer to one of contributions of the entire journey, such as the shift made by Amazon with the Kindle from sales to usage on the Kindle.

Question

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The statement suggests a shift in marketing metrics from simple metrics like hits or sales to more comprehensive ones that consider the entire customer journey, similar to how Amazon shifted focus from just Kindle sales to usage, reflecting a broader understanding of customer engagement and value.

The Measure of Marketing Investments May Need to Shift from Hits