Great campaign performance starts with the customer, supports the business and is led by strong objectives while continually being optimized through insights derived from marketing analytics reporting. It’s not just cataloging data and providing insights but also going further to identify implications to drive your business forward by understanding the “why” and the “so what.”
Our approach toward measurement begins with a framework we’ll craft together focusing on three principles:
- Based on objectives:
We find the best measurement frameworks balance the objectives of both business and the customer. This lays the foundation for customer-centric content that is business-effective. These objectives inform KPIs and, once matched to the most effective channels to reach the audience, the proper metrics.
- Flexible on purpose:
Businesses change constantly as new channels are tested, campaigns are started, new media technology develops, and assets are created. As a result, we consider this framework to be the initial point of a working document that should be updated often for each new major campaign as the environment, strategy and ecosystem continually evolve.
- Holistic in nature:
This framework not only guides the evaluation of individual tactics but also provides insights into the program’s effectiveness and impact on the business. Most measurement frameworks tell you if individual channels are delivering as expected. Our measurement frameworks tell you if the ecosystem works and how it can improve.