A Measurement Maturity Framework For Interactive Marketers

December 9th, 2011

Joanna O'Connell

With contributors:

Emily Riley , Ari Osur , Jennifer Wise , Sarah Takvorian

Summary

Measurement is universally valued by interactive marketers. Approaches and levels of sophistication vary, but nearly everyone recognizes that smart measurement leads to optimized business results over time. This report defines the four primary levels of interactive marketing measurement maturity — using the pillars of culture, organization, data, and technology to define the hallmarks of each stage — and provides both a diagnostic to help interactive marketers self-identify their organization's level of measurement maturity and a framework to help them move from one level to the next.

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