Almost all areas of business are now engaged with customer understanding and business performance data. It has become essential for marketing teams themselves to position their strategy and budgets within educated assessments based on marketing data.
A measurement strategy in itself is a definition of how data will be used to understand how business goals are being met. Business goals and the wider context of how they drive the business need to be collated, appraised and prioritised.
This guide to discovering requirements when forming a marketing measurement strategy is taken from Econsultancy’s The Fundamentals of Marketing Measurement and Analytics, a best practice guide. It includes sections on understanding responses, what to ask when measurement planning, and how to consolidate knowledge.
A broader chapter of the report features sections on the role of data in marketing planning, selecting what to measure, and completing the plan. Consult the best practice guide for much more including configuration and tools, analysis, and testing and optimisation.