In marketing, especially digital marketing, we use dozens of tools, metrics, and messages. Each of them provides a lot of data that is difficult to compare, and bringing them to a common denominator (to make comparison even possible) requires a lot of time, effort, and certain compromises. If we add company results (such as sales, profitability, or resource coverage) on top of that, and not just strictly marketing metrics, the picture becomes even more complicated. But why is it worth making this effort? Here are 5 reasons!