Today we're talking about performance marketing. So what is performance marketing? There's a lot of definitions out there, but this video speaks to our approach within a full service advertising agency. We define performance marketing as any campaign that can be tracked against its key performance indicators to understand its progress toward success. This can be clicks and conversions or brand awareness, as long as it can be tracked and optimized. It's both creative and media working together to achieve marketing success. We'll also cover the combinations of tactics that need to work together to achieve successful performance marketing. A sophisticated digital campaign doesn't rely on one tactic to drive performance, but rather a combination of tactics across the entire purchase funnel.