Measure What Matters Most

Introduction

It’s no secret that it takes many marketing touchpoints to connect with a customer, find a quality lead or make a sale. But how do you know the right message to deliver at each point in that journey? How do you ensure that your investments are working and that you’re not wasting money and resources—or worse, alienating your customers?

Today’s customer journey includes many touchpoints—each one is an opportunity

Better measurement is the answer. It’s the key to understanding and making the most of these interconnected touchpoints, but it’s not always top of mind when building marketing campaigns. Lay your measurement foundation first—before you dive into the creative work—and you can achieve more with marketing.

In this brief guide we’ll look at four crucial tenets of measurement-focused marketing: choosing the right metrics, focusing on your best customers, valuing the whole journey and proving impact. Collectively, these points show how better measurement can improve campaign effectiveness, help you get the credit you deserve for your programs and, most importantly, ensure a better return on investment for all of your marketing.