Measurement Strategy

Chapter 2 of the Fundamentals of Marketing Measurement and Analytics Best Practice Guide

Marketers implementing a measurement strategy must get the basics right. This chapter provides an overview of the role of data within marketing planning and core considerations for forming a solid strategy.

By Ben Barrass, Laurence Bird & Rose Keen

14 minute read

It is crucial to get the basics right when it comes to marketing measurement. This chapter of Econsultancy’s Fundamentals of Marketing Measurement and Analytics Best Practice Guide outlines:

Data: How marketers should approach data within marketing planning.
Key challenges: What marketers can do to overcome challenges associated with measurement, including a useful framework.
Understanding requirements: How marketers can get a full understanding of the objectives, uses and priorities for measurement.