Marketers are caught in the grips of a profound measurement dilemma. Not only are marketers being asked to do more with less, but they are being asked to do so in an environment in which generating short-term response from consumers through direct / performance / activation marketing efforts is harder and harder to do. In collaboration with JICMAIL, we have developed a comprehensive Value of Measurement Report that delves deep into the most impactful measurement techniques that have proven to provide an uplift in brand and response effects of up to 42%