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
With contributors:
Emily Collins , Shannon Colford , Benjamin Nagle , Christine Turley


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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