Best Practice

The Fundamentals of Marketing Measurement and Analytics


This best practice guide introduces marketers and ecommerce professionals to the fundamentals of campaign data measurement and analytics, covering everything from established principles to cutting edge technologies.

For many organisations, particularly those with an ecommerce function, customer data is one of the greatest assets to hand, offering incredible insight into an audience's behaviours, wants and needs. How can marketers access those insights, and transform them into real business outcomes?

This report looks at how digital marketers can capture the data that is available via their interactions with customers, explains how to sort the wheat from the chaff, runs through some of the most important strategies for extracting lessons from customer data, and makes suggestions for future proofing your data strategy as technology rapidly evolves.

It features insights from data and analytics experts, including Tim Eves, who has more than 15 years of analytics experience working with blue chip brands, and Lucy Foster, who leads the Digital Measurement & Performance Tracking programme at Unilever.


We would like to thank the following individuals for their quotes, input and insight contained within this guide.

  • Tim Eves, Director, Lynchpin
  • Lucy Foster, Global Business Head, Digital Measurement and Performance, Unilever
  • Jamie Robinson, Global Research and Insight Director, We Are Social
  • Kohlben Vodden, Founder, StoryScience

Download a copy of the report to learn more.

Table of contents

1. Introduction

2. Foreword

3. Evolution of Marketing Management

4. The Business Case

5. Key Ingredients for Success

6. Defining your Strategy Using Data

7. Key Principles of Data Collection and Analysis

8. Methods for Optimising Performance and Gathering Feedback

9. Platform Overview

10. Industry Experts’ Biographies


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