By using this Site, you consent to the use of cookies. For more information, please see our Privacy Policy.

X

Why Your Measurement Strategy Could be Hindering Your Marketing Efforts

Why Your Measurement Strategy Could be Hindering Your Marketing Efforts

Marketing Effectiveness

INDUSTRY ARTICLE

READ MORE

Why Your Measurement Strategy Could be Hindering Your Marketing Efforts

There’s no such thing as a typical consumer journey. Thanks to the wide range of available channels, platforms and devices, consumers now have the power to browse and purchase goods both digitally and physically, while switching from online to offline and back again. In fact, research shows 75% of shoppers like to browse products in stores before ordering online.

For marketers, this brings significant potential to reach and engage consumers at scale via multiple addressable and offline touchpoints. But with an increasingly convoluted path to purchase, they must ensure measurement is helping rather than hindering their marketing efforts. After all, failure to do so can cost time, money, and opportunities to drive bottom-line business performance.

To optimise multi-channel campaign success, marketers need to get their measurement strategy right. While there’s no silver bullet for measuring marketing effectiveness, even small improvements can translate into significant outcomes. Nielsen’s Ben Samuel explains in an article for Marketing Tech.

Check out our glossary of some of the most important terms associated with marketing intelligence.

VIEW GLOSSARY

Access more free resources on marketing intelligence, marketing attribution, marketing optimization and more.

VIEW ARCHIVE