Measurement Configuration and Tools

Chapter 4 of the Fundamentals of Marketing Measurement and Analysis Best Practice Guide

There are significant challenges affecting marketers’ ability to plan, choose and implement technology, and to access the resources that enable measurement. This chapter provides a guide to approaching a measurement setup and the common tools and technologies involved.

24 minute read

This chapter of Econsultancy’s Fundamentals of Marketing Measurement and Analytics Best Practice Guide provides an overview of the tools and approaches needed to make marketing effective, including:

The setup: The general requirements of any measurement setup and practical tips for implementation.
Tracking fundamentals: How changes to privacy and legislation impact marketing’s ability to track activity across sites.
Tools and tech: The plethora of tools available and why marketers shouldn’t always focus on the newest technology.