Measuring how well a company’s marketing is performing is essential in order to understand the impact campaigns are having towards meeting the goals of the business and in driving growth and profitability. It also enables an organisation to identify where opportunities exist to make changes and optimise.
However, how digital marketing is measured is currently in a state of great flux. This is due to regulatory and technical changes that are restricting the data that is available to the digital advertising industry, leading to the decline of third-party data from browsers and device manufacturers. This data has been critical for both measuring digital marketing activity and targeting advertising, but now new approaches are emerging.
This best practice report is for companies looking to understand the latest measurement approaches and what options are available to them to successfully measure their digital marketing and reach target audiences. It covers:
- The changing digital marketing measurement landscape: With the increase in privacy-focused regulation and technical changes restricting the data available for measurement, what do marketers need to be aware of in terms of what data they collect, store and use?
- Focus on own data sources: The changes around the tracking of customer behaviour are placing even greater need for marketers to focus on collecting their own first-party and zero-party data. How can marketers prepare to move away from a reliance on third-party data?
- Deciding on a measurement approach: There is not one measurement method that will suit everyone and marketers should choose the approach that best suits their needs and objectives. What are different approaches available to marketers, and how are they being impacted by the changes?
- Developing an effectiveness framework: Having an effectiveness framework in place can support the success of a measurement approach. How can marketers move from a tactical view of performance and build an effectiveness culture?
- Driving digital marketing effectiveness: From the outset a company can influence the effectiveness of its campaigns, from the quality of its creative through to how it reaches its audience. How can marketers use creativity to drive effectiveness and reach audiences without third-party cookies?