Digital Marketing Guides & Strategies

The Future of Measurement: Connecting Marketing to Business Outcomes | WPROMOTE

Digital Marketing

Consensus among marketers is clear: measurement is becoming more challenging. While certain brands adhere to last-click attribution, others grapple with the constraints of multi-touch attribution. Many express frustration with ongoing privacy-related data changes, hoping for a chance to catch up. However, you possess the authority to shape your brand’s measurement future.

To achieve this, seize control of your data and establish connections from marketing efforts to tangible business outcomes, prioritizing impact over mere channel performance.

Our specialists are prepared to guide you in transforming your data aspirations into tangible results using a resilient measurement framework. This framework seamlessly integrates all your channels throughout the entire funnel while prioritizing user privacy. Crucially, it provides the chance to quantify the impact of marketing on business outcomes.

Through our guidance, you will discover how to evaluate your measurement maturity, comprehend the business impact of marketing, effectively convey data across various functions, and elevate your measurement capabilities to new heights.

Assessing Measurement Maturity: Moving Up the Pyramid 

At the core of marketing measurement is a fundamental question: does your marketing work? Answering this hinges on your measurement strategy’s maturity. Initial inquiries include financial viability, customer acquisition costs, per-customer revenue, and marketing’s contribution to overall business growth.

Subsequent focused queries revolve around efficient channel and audience investments, media tactics’ impact on business (incrementality), optimal spending allocation, and tactics for acquiring high-quality, profitable customers. The depth of your measurement maturity dictates how accurately you address these critical questions.

Single Channel Measurement: Setting Up For Success

The hierarchy of measurement maturity begins with baseline capabilities—single-channel measurement, tracking one channel’s performance often within the platform. Advancing to cross-channel measurement involves implementing platforms like Google Analytics, offering a unified source for assessing channels’ collaborative performance.

Progressing further, full-funnel measurement adds complexity, requiring integration of upper- and mid-funnel channels for an accurate reflection of strategy. At the pinnacle is understanding marketing’s true impact on the business, enhancing accuracy across all tracked performance metrics with richer contextual insights.

Future Of Measurement: Marketing To Business Outcomes | DMC

Commencing with single-channel measurement, the fundamental step involves obtaining an in-platform overview of how effectively a specific channel influences conversions. Success in even this basic measurement requires meticulous setup, especially ensuring clean tracking for accurate and comprehensive data feeding into platforms for optimization.

Conduct an audit of platform pixels and site tags, confirming the correct capture of events and associated parameters for conversion events. Beyond tracking sales and revenue, it’s crucial to capture essential fields like location or customer ID for detailed analysis, distinguishing between new and returning sales, or identifying promo code usage.

It’s essential to recognize that effective data capture not only enhances reporting accuracy but also yields more valuable insights, ultimately driving informed and intelligent business decisions.

Future Of Measurement: Marketing To Business Outcomes | DMC

Amid signal quality decline from tracking mitigations like Apple’s AppTrackingTransparency, resilient data portability methods become crucial for advertising platform algorithms. Despite data loss challenges, leveraging server-side data capture such as Facebook CAPI and Google Enhanced Conversions enables tracking total conversion volume.

Matching conversion events to upstream media touchpoints requires using first-party data and identity attribution (name, email, phone, IP). A common mistake is not acknowledging the limitations of single-channel measurement in isolation; without a holistic view of the customer journey, understanding channel interactions is compromised, risking duplicate credit assignment across channels.

Cross-Channel Measurement: Taking an Integrated Approach

Ascending to the next level involves adopting integrated cross-channel measurement, typically utilizing a blend of analytics tools like web analytics, CRM systems, CDPs, data clean rooms, and DMPs. This approach provides a more comprehensive perspective of your media mix, revealing how channels collaborate and influence one another, and illustrating customer progression through the funnel before conversion.

Cross-channel measurement not only generates holistic insights but also guides media strategy optimization. Recognizing which channels contribute to user conversions aids in strategic budget allocation for achieving objectives.

Ultimately, cross-channel insights empower marketers to refine their spending, enhance customer experiences, and achieve superior business outcomes. However, it necessitates having the appropriate toolkit in place.

When feasible, harness deterministic datasets for cross-channel measurement, offering a direct observation of the customer journey and media overlap to comprehend holistic acquisition impact. In scenarios where walled gardens limit direct observation, a probabilistic approach becomes essential. This involves understanding channel impact through cross-correlation and modeled channel spending.

Given significant data loss, many brands have shifted to a statistical or modeled measurement approach, favoring probabilistic methods over deterministic tracking. The effectiveness of this approach relies heavily on your martech infrastructure, necessitating alignment with campaign needs, activated marketing channels, and serving as a reliable source for tracking and conversion attribution.

An ideal solution encompasses impression and view-through conversion tracking, essential for expanding into mid- and upper-funnel media and tactics.

Future Of Measurement: Marketing To Business Outcomes | DMC Future Of Measurement: Marketing To Business Outcomes | DMC

Opting for the Google suite, particularly the Google Marketing Platform, appears as a strong choice for ensuring cross-channel tracking resilience. This is attributed to the logged-in state prevalent in Google Chrome and Android devices. Nevertheless, alternative initiatives such as The Trade Desk’s Unified ID 2.0 are also actively pursuing the development of an identity graph spanning various web properties.

Future Of Measurement: Marketing To Business Outcomes | DMC

A well-developed cross-channel measurement strategy provides a comprehensive perspective on campaign impressions and clicks across the customer journey. It identifies optimal paths for media investment to stimulate new or repeat purchase behavior and integrates lifetime value (LTV) cohorts into the analytical view. Achieving this necessitates the inclusion of first-party data, and data clean rooms, especially within walled gardens like Google, Facebook, and Amazon, facilitate this by allowing advertisers access to aggregated platform data for privacy-controlled analysis.

These clean rooms play a crucial role in cross-channel measurement by enriching first-party data with external first-party platform data, enabling insights into audience targeting and campaign performance within a closed network while adhering to privacy regulations.

Despite the successful implementation of integrated cross-channel performance measurement, many brands overlook the subsequent phase: incorporating the full funnel.

Future Of Measurement: Marketing To Business Outcomes | DMC

Unlock the complete guide to elevate your cross-channel measurement strategy! Dive deep into insights and strategies. Click here to download and read now.

The Table of Contents of “The Future of Measurement: Connecting Marketing to Business Outcomes” Guide:

  • Assessing Measurement Maturity: Moving Up the Pyramid 
  • Single Channel Measurement: Setting Up For Success
  • Cross-Channel Measurement: Taking an Integrated Approach
  • Full-Funnel Measurement: Articulating Brand Value
  • Understanding Impact: The True Value of Marketing 
  • Measuring Incrementality: Going Beyond Attribution
  • Profitability: Prioritizing Media Based on LTV and CAC
  • Building Your Solution: Getting the Most From Your Measurement
  • Translating Your Data: 3 Modes of Measurement 
  • Measurement for Machines: Building the Feedback Loop
  • Measurement for Media Management: Guiding Efficient Media Buying
  • Measurement for Executives: Quantifying Holistic Fiscal Impact
  • The Ultimate Measurement Maturity Checklist 
  • Leveling Up Your Measurement Maturity

Number of Pages:

  • 31 pages


  • Free

    Subscribe for our newsletter!