Leveraging Technology In Measurement And Reporting

January 1st, 2018

Summary

Measurement technology offers many benefits but may also contain flashy features that don’t address core needs. The measurement technology stack consists of three components: the source systems, an integration layer, and the visualization platform. Marketing operations may need to upskill staff to implement and provide ongoing support for measurement technology.

Measurement technology often comes with flashy features, which tend to be emphasized during the procurement process but distract from the core functionality. However, once the technology is in place, marketing operations leaders need to ensure that the team focuses on the functionality that helps the business, rather than getting sidetracked by ancillary features. In this report, we delineate the goals of applying technology to measurement, and define the different types of technology components that can be applied to achieve these goals.

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