At a time when marketers face greater financial scrutiny, marketing measurement is more complex than ever. Consumers’ attention is fragmented. There’s also ad fraud, the death of the third-party cookie, and privacy regulations to contend with. eMarketer is hosting a webinar ‘Make Your Marketing Measurement Matter: Strategies for Success’ on Thursday, July 28, 2022, at 2.00 pm ET. The eMarketer team says, “In this Meet the Analyst Webinar, Dave Frankland, our principal analyst, will explore how marketers can evolve their measurement approach and help align their teams to contribute... [...]

Marketing measurement is either the act of measuring the data that results from measuring something. A marketing measurement may provide limited value until it is combined with other measurements to form a marketing metric. MarketingProfs has published an in-depth article on marketing measurement. The MarketingProfs team says, “If you ask various people within agencies and brands, you get varying answers. When I am out on the speaking circuit, I often open with that question, and the range of responses I get is fascinating. The answers include… Leads Brand awareness Revenue Orders New... [...]

The new year is just a few days away so it is high time we find out what the future holds for our brands. Marketing measurement is one of the most important elements that helps you effectively find out the impact of your campaigns. Forrester analyst Jim Nail has shared a video talking about the trends in marketing measurement for the year 2019. Nail says, “Marketers are held to an ever-higher standard of accountability to ROI and business impact. But many marketers struggle to meet these expectations, hampered by long-established habits and lack of knowledge about new data- and analytics-enabled... [...]

Marketing Week has published a guide titled ‘Marketing measurement and analytics: What you need to know’. It features strategies to improve marketing measurement and analytics. The MW team says, “The Fundamentals of Marketing Measurement and Analytics Best Practice Guide will help you navigate your way through this complex environment. It covers how to: Turn data into insight and most importantly business outcomes Manage the plethora of data from different sources across different platforms Develop meaningful measures of attribution Develop channel by channel strategies Use data... [...]

Marketing measurement is mainly focused on the revenue achieved through various channels and the evaluation of the performance of those channels. According to Google’s Matt Lawson, marketers need to change their measurement policies to achieve success in the mobile-first world. Lawson has mentioned three mindset shifts: Customer vs. Clicks Business outcomes vs. Media Metrics, and Experiments vs. Optimization. On connecting media metrics to outcomes, Lawson says, “It’s a fact of life that media metrics can’t precisely report how investments are performing immediately, in terms... [...]

Marketing measurement, a systematic management of marketing resources to achieve measurable gain in return on investment, is challenge for marketers in this multichannel and multidevice world. Econsultancy and Google have revealed the results of a research on challenges of measurement in a mobile, multichannel and multidevice world, according to Stefan Tornquist of Econsultancy. Here are some of the findings: 58% marketers believe that first-party data is a strategic asset that informs their decision-making 73% of marketers are comfortable using proxies to tie media metrics with business outcomes 80%... [...]

Marketing measurement, a systematic management of marketing resources and processes to achieve measurable gain in return on investment and efficiency, helps organizations and marketers achieve their marketing goals by maintaining quality in customer experience. Recently Forrester’s Tina Moffett and Jim Nail conducted a “Fix Your Measurement Mess” workshop at the 2017 Consumer Marketing Forum in New York. The workshop enables the participants to take inventory of their challenges and to recognize priority metrics for their own businesses. Moffett has posted an article summarizing the... [...]