Best Practice Report

Elevate Marketing’s Impact With A Layered Measurement Strategy

Effective Measurement Spans The Customer Lifecycle And Marketing Mix Hierarchy

March 5th, 2024
Tina Moffett, Principal Analyst
Tina Moffett Principal Analyst
Ian Bruce, VP, Principal Analyst
Ian Bruce VP, Principal Analyst
With contributors:
Emily Collins , Shannon Colford , Benjamin Nagle , Christine Turley

Summary

CMOs must show marketing’s contribution to measurable business outcomes to justify future marketing investments. However, the volume of data; the growing number of devices, platforms, and touchpoints; and varying levels of marketing initiatives challenge CMO efforts to build a cohesive measurement strategy. This report helps B2C and B2B marketing leaders build a layered measurement strategy across the marketing hierarchy that helps streamline costs, builds trust with nonmarketing colleagues, and uncovers more effective ways to engage buyers.

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