There are multiple measurement solutions available to marketers today. While these tools undoubtedly provide value, their core strengths are often misunderstood, and adopting organizations can quickly become lost in a sea of seemingly unusable data. Overlap in tool capabilities causes conflicts in measurement results and further confusion among analysts. Marketers need to bring their heads above water by realigning focus on the essential roles these tools play, and stitching them together effectively. Do this, and both marketers and organizational leadership will be empowered to make strategic decisions directly impacting the bottom line.
After reading this paper, you’ll understand:
- The different views of customers, marketers, and technologies, and why these differences have resulted in the confusing and crowded marketing measurement environment we’re faced with today.
- The most important individual roles of four key marketing measurement tools:
- Transaction Records
- Media Mix Modeling
- Multi-touch Attribution
- In-market Testing
- A path to merging these tools together, capitalizing on the strengths & balancing the weaknesses of each.
- Above all, the first steps and considerations you need to make to use measurement to unlock significant incremental marketing ROI and improved customer connections.