How to Choose the Right Measurement Approach

December 5, 2019 Ginna Hall

Marketing has grown increasingly complex. You’re using more channels than ever before to reach, engage and convert your best customers.

Yet many marketers are still using siloed, outdated and inaccurate techniques to measure their efforts. Do you really understand if (or how) your marketing is working?

Marketing effectiveness is much more than just counting clicks and opens, it’s about measuring impact on pipeline and revenue. You need a measurement approach that matches your needs and objectives.

There are multiple options. Savvy advertisers use these approaches in combination to increase accuracy and maximize results.

Here’s a side-by-side comparison of three approaches: Marketing Mix Modeling, Multi-Touch Attribution and Campaign Lift.

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