Falling in Love With Measurement
Why aren't more marketers measuring their campaigns?
If Marketing and Measurement had a relationship status in today’s mobile-first world, it would be: "It's complicated." They've been sitting at the same table at lunch, there's been some small talk in the hall … but they haven't really gotten comfortable together.
Which is a shame, because these two are perfect for each other.
Connecting the dots
Consumers often have dozens or even hundreds of digital interactions before they buy something today. The sheer amount of data created is staggering. There are more than enough dots to be connected for full visibility into the customer journey.But, as much data as marketers collect today, the truth is many still struggle to make sense of it all. In some companies, you could say Marketing and Measurement find themselves sitting at opposite ends of the couch.
Only 5 out of 10 marketers said they think about measurement while developing campaign strategy, a recent survey of marketing decision-makers shows.1 If you don't define your measurement goals from the beginning, you may not collect the right data — and understand what's working and what isn't.
Marketing and Measurement should get cozier sooner: at the front-end of the campaign process, while developing strategy. Yet, too many marketers said they think about measurement while building materials and assets (nearly 16%), after the campaign has deployed (9%), or even after the campaign has finished (nearly 6%). What’s more, 16% of the survey respondents said they don’t measure their campaigns at all.2
Clearly, it's time for a relationship makeover. If you're ready to play matchmaker in your own organization, try starting a strategic conversation between Marketing and Measurement with these three questions:
When we close the gap between Measurement and Marketing, we can not only answer the question “How are we doing?” but also the more important question, “How can we do better?”
As Matt Lawson, Google's Managing Director of Ads Marketing, says, “Measurement isn’t what happens at the end; it’s where the smarter and more successful future begins.”3
Download “Measuring Marketing Insights,” a collection of Harvard Business Review articles offering best practices and insights on measurement, analytics, and how to turn data into action.
- Are we measuring the consumer interactions that really matter?
- How quickly can we spot the key insights hidden in this data?
- How do we turn those insights into better customer experiences?
When we close the gap between Measurement and Marketing, we can not only answer the question “How are we doing?” but also the more important question, “How can we do better?”
Going steady
It doesn't have to be complicated. When Marketing and Measurement go hand-in-hand throughout the customer journey, it can lead to more useful insights, higher revenues, and better experiences for everybody.As Matt Lawson, Google's Managing Director of Ads Marketing, says, “Measurement isn’t what happens at the end; it’s where the smarter and more successful future begins.”3
Download “Measuring Marketing Insights,” a collection of Harvard Business Review articles offering best practices and insights on measurement, analytics, and how to turn data into action.
1-2. Source: Google Surveys, "Measurement in Campaign Timeline", Base: 1,092 marketing executives, U.S., August 2016.
3. Harvard Business Review, “Rethink Measurement From the Ground Up,” sponsor content from Google Analytics 360 suite, August 2016.
