Today, marketers are able to measure performance more precisely and in more depth than ever before. This chapter of Econsultancy’s research on the fundamentals of marketing measurement and analytics provides a range of key considerations for marketers looking to get the most out of performance marketing. Topics include:
Metrics: Essential factors to take into account when deciding what to measure and how to do it.
Buy-in: How to engage data teams and ensure that all parties involved are on board with the measurement plan.
Data gaps: What to do when the data doesn’t exist for what the business is looking to measure.