Marketing Measurement Initiatives: Defining The Types

Effective measurement is a requirement for monitoring performance and driving improvement. For B2B marketers, however, the word “measurement,” unless it’s accompanied by a detailed explanation, provides few clues about what needs to be accomplished or how. Measurement initiatives come in a variety of forms, each with distinct purposes and characteristics. When marketers lack the vocabulary to define the type of measurement initiative they need, they end up with unclear and misaligned expectations that undermine the entire effort. In this report, we define the most common types of marketing-led measurement initiatives and their characteristics.