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
Don't worry ... it's FREE!
When every channel claims credit, measurement breaks down. Discover three practical ways to audit attribution and MMM tools, verify causality, and make more confident marketing decisions. Read more.
Last-click attribution overlooks key interactions that influence B2B buying decisions. Explore other attribution models to understand how various channels contribute to conversions and ROI. Read more.
Marketers who work for SMBs say the top challenges they face with A/B-testing are a lack of resources and an inability to get statistically significant results because of too little traffic, according to recent research.
Marketers say the biggest roadblock they face with regard to getting the most value out of their data is disconnected platforms, according to recent research.
Organizations that have high confidence in their data are more likely to monitor data consistency, assess the timeliness of data, validate data formats, and have high visibility into data pipelines.
Marketers must show financial impact to win campaign approval. This guide explains how to model ROI, payback, and outcomes with credibility. Read more.