Marketers that understand the key drivers of digital marketing effectiveness are already one step ahead. From culture and resources to investing in data and skills, this chapter explores how to create environments that are conducive to effectiveness, and how this supports measurement. Developing an Effectiveness Framework Selecting the right measurement approach will come down to […]
Taking into account the measurement approaches explored in this guide, this chapter sets out how companies can select the right approach for the business, and when it might make sense to adopt a hybrid approach. Choosing an approach There are many approaches available to marketers to consider when choosing a methodology for marketing measurement, from […]
Econometrics, also known as marketing mix modelling, has become a popular method of measurement in marketing. This chapter outlines the key benefits and challenges of this approach, and how marketers can implement it effectively. Econometrics/marketing mix modelling (MMM) Econometrics, or marketing mix modelling (MMM), is an approach that brings together data from a variety of […]
Controlled experiments and incrementality tests are used in many fields to assess effectiveness and enhance data-driven decision-making. The benefits and challenges of these approaches are explored in this chapter. Controlled experiments and incrementality tests Controlled experiments measure the impact of marketing by creating test and control groups, and then exposing them to different marketing messages, […]
Brand studies and panel-based methodologies are proving to be strong alternatives to third-party cookies. They are popular for a number of reasons, but not without their challenges, as this chapter explores. Brand studies After first-party data, according to Econsultancy’s Future of Marketing report, brand studies are the second most popular option being used and considered […]
Of all the measurement approaches to choose from, data clean rooms and partnerships give marketers the option to work with other partners to aggregate, anonymise and analyse data. This chapter outlines the benefits and challenges of each. Data clean rooms Data clean rooms (DCRs) have been suggested as the go-to alternative to cookie-based targeting that […]
The measurement approach a company selects will be influenced by a number of factors including their objectives, the marketing mix of channels they are using and available budget. ID-based solutions are an option to consider for targeting and measuring online behaviour, as explored in this chapter. ID-based solutions To help marketers understand what an individual […]
There is not one measurement method that will suit everyone, and a company should explore what approach best fits the business. This chapter focuses on two popular methods – attribution modelling and attention-based measurement – and explores the pros and cons of each. Attribution modelling One of the most popular approaches used by marketers to […]
While third-party cookies will currently continue to exist, the reality is that a big proportion of the open web cannot be addressed by third-party cookies. In light of this, marketers are urged to pursue other ways of targeting and measuring to prepare for a low-cookie world. This chapter explores different data types and collection methods, […]
How digital marketing is measured is currently in a state of great flux. This is due to widespread regulatory and technical changes that have restricted 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 important for both measuring […]
Being able to measure 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 budgets. For the purposes of […]
The effectiveness of digital marketing is determined by how successful a company’s promotion of its products and services through digital media has been towards meeting its business goals. However, in recent years, there have been changes in two major areas – technical and regulatory – which have had an impact on the way marketers measure […]