As marketers, we are being called today to create a cohesive measurement journey for our organization, that’s as seamless as the customer journeys we strive to create for our audiences. This means creating an elevated view across our campaigns, channels, and purchase points, to optimize marketing performance, sales impact and customer loyalty holistically. Mike McMaster, Strategic Partnerships Manager at Datorama, tells us how companies like IBM, L’Oreal and Telstra and others are unifying their KPIs across channels, campaigns and customer journey stages, creating a data driven culture of always-on reporting and optimization, and combining technology, teams and change management to mature their analytics.