Just comparing this back to the text, I don't think this is all that different from "traditional" marketing. It seems to me like goal definition, and strategy alignment are a significant part of any sort of marketing campaign. I think what makes it specifically complex is a lot of organizations have separate digital teams and it's important to have unified goals across the campaigns so that customers have a seamless experience.

I think the more interesting part is how do you move that metric into an insight and into an action. These analytics will allow a marketer to pivot quickly without waiting for lagging indicators to come back to evaluate whether or not a campaign was successful. This means improved outcomes for dollars spent on a marketing campaign.

This is interesting in the sense that the core skill of a marketer still is to deeply understand who has the need that their product will fill, and how to identify and target that population. Just because the channel and the ease of precisely reaching a customer has changed, doesn't mean that understanding them has also changed.