As we face a future of continued economic uncertainty, I believe that the marketers that will lead the way are the ones that can deliver certainty about the outcome of every single marketing action that they undertake for their brands.
And in the e-commerce space, where ROI is squeezed and competition is astronomical, the marketing teams that can differentiate themselves by achieving certainty of outcomes will be highly rewarded. In this article I will outline some high-level ways to make those crucial steps towards achieving certainty