Is it possible the mainstream digital marketing space is about to finally move on from a focus on front-end measurement (campaigns, etc. ) to creating knowledge around how enterprise value as a whole is created?  And actually enabling action in this area?

Judging by the material coming out of the recent Martech conference in Boston, one would think so.  And it looks to me like I’m not the only one thinking “it’s about time”.

A couple of years ago I lamented:

It’s been very popular among marketing types to talk about “the customer” but seek metrics for affirmation other than those based on or derived from the customer. Digital analysts have followed their lead, and provided Marketers plenty of awareness, engagement, and campaign metrics.  As I’ve said in the past, this is a huge disconnect. Does it make sense (analytically) to have discussions about customer centricity, customer experience, customer service, the social customer, etc. and measure these effects at impression or visit level?

If you’d like to review some commentary on the conference, see a list of 5 posts here.  I found the list of tweets here particularly indicative of Martech’s potential, for example:

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