Most marketing metrics don't actually tell marketers much about their campaigns and many miss opportunities to optimize their digital marketing campaigns. To get more useful insights, marketers should focus on metrics that relate directly to their business goals and develop an advanced measurement strategy that includes brand lift, aligning digital channels to investigate sales drivers, and multitouch attribution.
Brand lift measures how an ad improves the audience's perception of the brand. Aligning digital channels to investigate sales drivers helps B2B companies understand where sales derive from. Multitouch attribution allows marketers to trace touchpoints and assign fractional credit to each one.
Advanced measurement strategies don't guarantee successful campaigns, but they do give marketers a better understanding of why certain ads succeed. It's better to adapt and adopt these strategies now than try to catch up later.
Advanced Measurement Strategies: Metrics That Actually Matter
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