To make sense of today's complex customer journey, better measurement is critical. In this guide, we'll look at the four tenets of measurement-focused marketing: choosing the right metrics, focusing on your best customers, valuing the customer's whole journey to purchase and proving impact. Used collectively, these tenets can improve campaign success.
It’s no secret that it takes many marketing touchpoints to connect with a customer, find a quality lead or make a sale. But how do you know the right message to deliver at each point in that journey? How do you ensure that your investments are working and that you’re not wasting money and resources—or worse, alienating your customers?
Better measurement is the answer. It’s the key to understanding and making the most of these interconnected touchpoints, but it's not always top of mind when building marketing campaigns. Lay your measurement foundation first—before you dive into the creative work—and you can achieve more with marketing.
In this brief guide, we'll look at four crucial tenets of measurement-focused marketing:
1. Focus on the right metrics. Set yourself up for success by identifying clear metrics that you want to affect before launching a campaign.
2. Value your best customers. Instead of measuring transactions alone, model the lifetime value you derive from your customers.
3. Attribute value across the journey. To find out what's working in your marketing and what's not, identify the role of each touchpoint along the customer's journey.
4. Prove marketing impact. Use controlled experimentation to understand what happened only because of a given marketing spend change (and would not have happened without it).
Collectively, these points can improve campaign effectiveness, help you get the credit you deserve for your programs and, most importantly, ensure a better return on investment for all of your marketing. Download "Measure What Matters Most: A Marketer's Guide" to find out how.