Why smart marketers should keep measurement simple
New dashboards, fancy metrics, endless measurement tools – marketing has never been noisier. Paul Sinkinson, APAC managing director at Analytic Partners, explains why the smartest marketers stick to strategy first and let measurement serve, not distract, their decisions.
Measurement can be messy. Here’s how to keep your head clear
Marketing measurement has never been more complex.
At any given moment, there’s a new tool promising to revolutionise the way we quantify success. Panels. Platforms. MMM. MTA. Attention metrics. Incrementality tests. AI dashboards that claim to predict the future. Have I lost you with all this jargon yet?
Each of these approaches brings something to the table, but when they are all thrown into the mixing pot together they create a foul-tasting drool that weakens, not nourishes your marketing efforts.
It’s no wonder that many feel weak, despite having as much data as they could ever want to gorge on.
