In this PMLiVE article, Alex Brock, our head of digital in Europe, writes: “Technology is really an enabler. But, for the most part, whatever metrics you assign won’t necessarily be fundamentally driven by technology. Rather, it vastly improves our ability to generate and track data so, once we define what we think is important, there are more ways to capture and analyse this data.”

Read more on the PMLiVE website.

This content was repurposed from PMLiVE.