The Fundamentals of Marketing Measurement and Analytics: A Summary

A summary of marketing measurement and analytics best practice

From the basics that form the foundation for strategy to the fundamental elements of measurement, this summary lists the key findings from Econsultancy’s best practice research into marketing measurement and analytics.

By Ben Barrass, Laurence Bird & Rose Keen

7 minute read

Measurement and analytics are the foundation of marketing, and it is essential to know the fundamentals in order to develop an effective strategy and execute successful campaigns. This summary details key learnings from research, including:

The importance of objectives: Marketers should approach measurement and analytics to achieve business objectives.
The role of data: The data environment and how this is managed is a key element of a measurement strategy.
Optimisation: Measurement enables optimisation and is the bedrock of data-driven approaches.