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... [...]