How to Improve Marketing with Measurement
Your marketing journey depends on several components including your marketing strategy and the campaigns you run.
The Think With Google’s David Kaul has published an article highlighting the importance of measurement in marketing.
Kaul says, “We found that the 100 most mature marketers, in terms of measurement, are 4X as likely to exceed business goals compared with the 100 least mature marketers. (See all the data here.) We also learned that no one has figured out digital measurement completely, and the best approaches had a few key differences.
Marketers who have more developed measurement strategies tie marketing activities to companywide outcomes, such as profit or revenue. They build a digital measurement foundation with sitewide tagging and unify first-party data to gain a deep understanding of the customer lifetime decision journey. And they don’t let incomplete data stop them from making progress. They use proxy metrics, such as micro conversions and store visits, to help fill in the gaps and improve decision-making. It’s easy to obsess over a specific metric, but a proxy can still be a very effective indicator of growth”.
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