One of the things that makes the industry so unique is that everyone discovers their passion for using technology to build products that delight users and solve problems in different ways.

Local pros shared the roles that measurements like video completion rates, brand mentions and return on ad spend (ROAS) played in gauging and leveraging success for their company. However, they said they made efforts to connect — not silo — all the data they collected. No matter the metric, every measurement plays a part in making the big-picture goals of the marketing infrastructure work.