Communicating A Measurement Launch

January 1st, 2018

Summary

Creating new marketing reporting isn’t enough to improve decision-making; measurement must be adopted by its intended audiences. Too many marketing operations teams fail to help users incorporate measurement into marketing workflows. For new reporting to become more influential, measurement teams must plan and execute launch communications as reporting deliverables are introduced.

Marketing operations teams invest heavily in creating reporting, but often don’t place the same emphasis on ensuring that reports are well used by their intended audiences. In this report, we detail the necessary steps for communicating measurement launches and describe how marketing operations should manage this process.

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