CDP Institute

"One of the biggest pitfalls for performance measurement is to measure the 'part' with ignorance of the 'whole,'" wrote Pearl Zhu, author of the Digital Master book series.

As of July 2017, Facebook had 1.32 billion users log on daily – arguably making it the most powerful social media platform for marketers today.

The customer journey is becoming increasingly complex – with customers using multiple devices, channels and sessions in their path to purchase.