Trends Report

Master The Mechanics Of Marketing Measurement

Two Measurement Mainstay Approaches That Will Guarantee Better Insights

December 21st, 2017
Tina Moffett, Principal Analyst
Tina Moffett Principal Analyst
Jim Nail, null
Jim Nail
With contributors:
Srividya Sridharan , Christian Splaine , Christine Turley

Summary

Despite the progress that B2C marketers have made in marketing measurement maturity, they remain confused and overwhelmed about the numerous measurement techniques and when to use them. In-market tests are a proven and relatively simple approach, but marketers must be more rigorous in their execution. Alternatively, they can apply more sophisticated analytical approaches, but must correct deficiencies in their analytical knowledge and experience. This report outlines foundational marketing measurement approaches and when to use them.

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