Is the ‘golden trinity’ the optimum way to measure marketing effectiveness?
A combination of experimentation, econometrics and short-term digital attribution has been referred to as the ‘golden trinity’ when it comes to measuring effectiveness, but is it the answer all brands have been looking for?
Creating a foolproof way to measure marketing effectiveness has occupied great marketing minds for decades, becoming something of a holy grail for which marketers have been on an eternal quest.
That continual effort has led to a broad acceptance that no one measure can ever meet every need of marketers when it comes to proving how much impact their work has. However, there is growing confidence that a combination of three key measures – sometimes known as the ‘golden trinity’ – can be used to get close.