This guide outlines how media measurement approaches can be designed to better reflect effectiveness, impact, and long-term growth.
Key Takeaways:
- A full-funnel measurement framework is essential to capture all aspects of marketing performance, from effectiveness to operations.
- Many businesses face barriers to developing a full-funnel measurement framework, including legacy metrics, siloed KPIs, and difficulty proving incremental impact.
- Progress starts with understanding current measurement maturity and evolving towards a more structured, insights-driven approach.
In this report, we unpack the challenges holding businesses back and offer a clear, structured approach to evolve marketing measurement, build maturity, and unlock smarter, more impactful decision-making.
Developed for media and marketing professionals of all levels, the guide is highly relevant for those who work across finance, product, sales, measurement, and insight teams.
APAC Companion Guide
We’ve also prepared a companion guide for marketers in the Asia-Pacific region to address local and regional nuances that negatively impact measurement in the region – Download your copy here.
Report Highlights:
Key blockers to effective media measurement
- Enacting change is difficult in face of legacy methodologies and internal resistance.
- A lack of alignment across the organization can push media teams to prioritize short-term efficiency over long-term impact.
- Unsophisticated methodologies don’t measure incrementality when measuring impact amidst confounding variables and data limitations.
A practical road map to establishing marketing maturity
- Understand your measurement maturity
Assess your current state in relation to your marketing goals in terms of KPIs, methodology, measurement techniques, execution and application, organizational readiness and capability, and ability to scale. - Develop a measurement framework
Develop a measurement framework that sets the foundation to make informed decisions that maximize ROI. This includes creating a standardized data dictionary, reporting framework, meaningful dashboards, data pipelines and an OpModel with well-defined RACI. - Implementing the right effectiveness methodologies
Implement methodologies that robustly quantify the effectiveness of your marketing investments. These methodologies account for incrementality, incorporate a holistic view of the full customer journey, and the impact of brand health metrics. - Making sure you have fit-for-purpose capabilities
Assemble in-house and third-party vendors to manage the adoption of the new measurement framework, ensuring that internal resource is complemented with the necessary support. Account also for achieving alignment and buy-in across functions and at the C-Suite level.
Download your copy of Marketing Measurement: Navigating the Path to Measurement Maturity by completing the form below:
Download your copy of the supporting APAC companion guide here.