Today’s digital marketing landscape is complex, and that makes understanding the impact of your campaigns more crucial than ever. With more datasets, regulations, and marketing touchpoints, brands now face the challenge of not only reaching their audiences but also accurately measuring the effectiveness of their campaigns across platforms. Without an accurate and comprehensive marketing measurement strategy to rely on, maximising ROAS and optimising your overall advertising strategy is incredibly difficult.
What Is a Marketing Measurement Strategy?
A marketing measurement strategy is a plan that outlines how you evaluate your marketing initiatives with the goal of improving performance and business results. It begins with setting clear goals for your organisation and KPIs to use as benchmarks for measuring success. You can then collect and analyse marketing data to gain insights into performance and apply those insights to campaigns to improve performance.
What are the Top Marketing Measurement Challenges?
In the United Kingdom, over a third of brands ‘rarely’ measure marketing ROI. With data scattered across tools, platforms, and clouds, some common measurement challenges marketers face include:
- Data fragmentation. Customer data is often siloed across multiple touchpoints, platforms, and partners – leading to missed insights. For example, the inability to connect exposure data to demographic data results in poor targeting and poor campaign outcomes.
- Privacy regulation. Marketing measurement tools need to be flexible enough to keep up with ever-changing data protection laws and best practices without sacrificing performance insights.
- Identity resolution. Is the person who clicked on your ad last week the same person who purchased your product last night? What if they used different devices or emails? Without the ability to pinpoint and unify individual customer behaviour, it’s impossible to accurately understand the customer journey.
- Reporting inefficiencies. Managing dozens of marketing measurement and reporting tools wastes precious time for resource-strapped marketers.
A marketing measurement strategy helps you address these challenges by connecting the dots across your marketing touchpoints and holding all of your investments accountable.
What are the Benefits of a Data-Driven Marketing Measurement Strategy?
Using data to account for the impact of your marketing efforts enables you to:
- Find your best channels. Identify which of your marketing channels contributes most to reach and frequency. Uncover overlaps in your audiences, and determine the combination of channels that will maximise reach, frequency, and overall campaign effectiveness.
- Identify your limits. Discover where your reach tops out among target audiences. Use that insight to adjust ad buy frequency to optimise audience performance and exceed your targets.
- Expand your reach. Analyse channels and tactics to reduce overlap and extend beyond your core audiences to new demographics likely to engage and convert.
- See how ad spend influences behaviour. Combine online and offline touchpoints for a clear picture of the relationship between ad exposure and purchase behaviour. Break down your conversions by campaign, audience, segment, and media to paint a precise picture of ROAS. Learn how Mondelez International collaborated with Albertsons Media Collective and Pinterest in the United States to effectively measure how online advertising drove offline sales.
- Get clarity on channel impact. Gain a clearer understanding of the real incremental value of ad spend across channels. Learn how ASICS were able to fine-tune their media investments, adjust budgeting decisions confidently, and optimise channel impact to drive greater sales and efficiency.
- Uncover what your audience really wants. Better understand your audience demographics and viewing behaviours to improve media planning and investments. Streamline targeting and enhance marketing efficiency by identifying audience overlaps.
- Collaborate better with co-marketing partners. Maximise the impact of joint efforts with your partners. Share insights, extend reach, and coordinate campaigns for optimal results. Learn how Hershey’s streamlined their first-party data and enhanced data access within a large partner ecosystem that included walled gardens and large retail media networks in the United States.
The 5 Essential Pillars of a Successful Marketing Measurement Strategy
In today’s data-driven world, having a solid measurement strategy is key to gauging the success of your marketing efforts and boosting business growth. A clear approach helps you set meaningful objectives, maximise campaign performance, and enable smarter decisions backed by actionable insights. Here are five key pillars to a successful marketing measurement strategy.
1. Goals and KPIs
Successful measurement strategies typically include planning and investment around a set of key concepts. To begin with, clearly define goals that drive how you establish your KPIs and select measurement use cases to track your progress. They might include:
- Brand Awareness: Measure how campaigns improve brand recognition and recall.
- Engagement: Track interactions like likes, shares, and clicks to gauge your audience’s interest.
- Conversion: Evaluate how well campaigns drive actions like purchases or sign-ups.
- ROAS: Evaluate financial returns to ensure marketing spend is cost-effective.
- Customer Retention: Monitor loyalty metrics to keep customers returning and reduce churn.
2. Data
Data is the backbone of any measurement strategy. Understand exactly what data you already have and what data you will need to obtain in order to meet your goals. Prioritise high-quality, reliable data from multiple sources securely. One way to do this is with a data clean room, a neutral space to engage in data collaboration without either party (or parties) having access to the other’s customer data.
3. Channels
Look at all the online and offline channels you use for your marketing efforts and make a plan to leverage cross-channel integration to combine data for deeper insights. Understand and integrate data from both digital (social media, CTV, retail media, Search Engine Marketing) and offline channels (TV, radio, print). A cross-channel approach provides a holistic view of the customer journey and enhances measurement accuracy.
4. Use Cases
Apply measurement strategies to specific use cases such as media delivery, media effectiveness, and customer intelligence. These use cases help answer critical questions about reach, frequency, conversions, and audience engagement.
5. Technology
Leverage the right tools to support your measurement efforts. Start with a robust identity solution to unify data, followed by advanced analytics tools and cloud platforms for scalable and secure data management. Clean rooms offer a privacy-conscious environment for deep data analysis and collaboration.
3 Common Types of Marketing Measurement
Marketing teams commonly use three types of measurement to account for the impact of their marketing investments:
- Media delivery is understanding and validating how your media investment is reaching your target audience. It includes metrics like reach, frequency, and impressions. In other words, how many times your media is being seen and where.
- Media effectiveness is understanding how your audience reacts to the ads they’ve seen. It includes metrics like brand awareness and conversion rates along the funnel. By connecting exposure to outcome, you can better understand whether your ads lead audiences to take an action like visiting your website or purchasing your product.
- Audience analytics is understanding who your audience is – their demographics, the properties and channels they spend time on, and how media might influence their behaviour. This information can help you identify untapped demographics and reach audiences you previously hadn’t.
Primary Roles in Marketing Measurement Workflows
Who develops and executes your measurement strategy in the context of your data collaboration workflows? The good news is you can start extracting valuable insights from your data without a technical background. A data collaboration platform can help you make confident, data-driven decisions about your marketing spend, regardless of how familiar you are with measurement.
For enterprise organisations, measurement might involve multiple disciplines working together to ensure the effective collection, integration, analysis, and application of data. While you don’t need to have each of these roles in-house, they can bring specialised expertise to the workflow, contributing to a cohesive strategy that drives successful outcomes. Here’s how they work together:
Data Scientists
Data scientists apply advanced analytical techniques and machine learning models to extract actionable insights from data. Look to your data scientists to provide deep insights and predictive capabilities that expand your understanding of the customer journey, inform your marketing strategies, and optimise campaign performance.
Data Engineers
Data engineers provide the technical backbone that ensures seamless data flow and integration across your data pipeline. They are responsible for designing, building, and maintaining the infrastructure that allows data to be collected, stored, and processed efficiently. Your data engineers will process and integrate data from various sources and set up and maintain the necessary databases, data warehouses, and cloud services to support your measurement needs. They will also work to automate data workflows to ensure timely and accurate data availability for data scientists, analysts, and other stakeholders.
Data Analysts
Data analysts focus on interpreting data and generating clear, actionable reports and dashboards summarising key metrics and insights that inform business decisions. Your analysts track and measure the performance of marketing campaigns, channels, and strategies against predefined goals. They will analyse datasets to identify trends, anomalies, and opportunities for improvement while monitoring KPIs to ensure alignment with business objectives.
Media Planners and Buyers
Media planners and buyers develop and execute media strategies that effectively reach target audiences through various channels. They use insights from data teams to identify and target specific audience segments and create media plans that outline where, when, and how ads will be delivered to target those audiences. Media planners allocate budgets across channels and campaigns and manage the deployment of media campaigns across different platforms. They are also responsible for assessing the effectiveness of media campaigns and adjusting strategies based on performance data.
Together, these roles ensure that your marketing measurement is efficient, insightful, and aligned with business objectives – leading to a more informed and effective marketing strategy.
Improve Your Marketing Measurement Now
Ready to sharpen your measurement strategy? Check out the Measurement Primer for Brands to uncover 10 actionable best practices for improving your marketing measurement today.
Start your journey towards more effective, efficient, and impactful marketing campaigns. Download the guide today