Measuring how well a company's marketing is performing is essential to understanding how campaigns are impacting achieving business goals and driving growth and profitability . It also allows organizations to identify where there are opportunities to make changes and optimize.
However, the way digital marketing is measured is currently very fluid. This is due to regulatory and technological changes that limit the data available to the digital advertising industry, leading to a reduction in third-party data from browser and device manufacturers. This data is essential for both measuring digital marketing efforts and targeting ads, but new approaches are now emerging.
This best practices report is aimed at businesses looking to understand the latest measurement approaches and options available to properly measure their digital marketing and reach their target audience. The contents are as follows.
- The changing digital marketing measurement landscape: With increasing privacy-focused regulation and technological changes limiting the data available for measurement, what do marketers need to be aware of about what data they collect, store, and use?
- Focus on your own data sources. Changes in tracking customer behavior are driving the need for marketers to focus more on collecting their first- and zero-party data. How can marketers prepare to move away from dependence on third-party data?
- Determining the measurement approach: No one measurement method is right for everyone, so marketers must choose the approach that best suits their needs and objectives. What are the different approaches available to marketers, and how will they be affected by the changes?
- Developing an effectiveness framework: Implementing a validity framework can support the success of your measurement approach. How can marketers move away from a tactical view of performance and build an effective culture?
- Boost the effectiveness of digital marketing: Businesses can influence the effectiveness of their campaigns from the beginning, from the quality of the creative to the way they reach their audience. How can marketers be creative, increase effectiveness, and reach their audiences without third-party cookies?
