Why pay for consultants and software engineers for marketing effectiveness measurement? It is not an optional add-on; it is part of core marketing expertise and should be kept in-house.But - data integrations are complex, calculations require math, exploring what-if scenarios is difficult, and you need flexibility in querying the data to get to the root cause.InContekst takes these worries way, seamlessly integrating data, calculations, and business intelligence, allowing marketing analysts to do most of the work themselves. Follow us to learn how to handle different measurement scenarios, what metrics are used, and how it all connects together.