Measuring results for digital direct response campaigns, intended to convert existing in-market demand, is well established. What about campaigns targeted to desirable prospects earlier in the purchase cycle? These campaigns influence new customers you wouldn’t otherwise reach and drive them down the funnel toward purchase. However, complex buy cycles and multiple, cross-device consumer touch points render existing tracking and measurement mechanisms incomplete to demonstrate the impact. Watch TruSignal’s COO, Jeremy Longinoitt, in this Digiday TechTalk to hear a case study of how one marketer has adopted a test and learn approach for digital campaign measurement.