Best Practice Report

Measure Messaging’s Impact To Highlight Its Business Value

Don’t Confuse Message Testing With Messaging Measurement

December 22nd, 2023
Barry Vasudevan, VP, Principal Analyst
Barry Vasudevan VP, Principal Analyst
With contributors:
Amy Hayes , Kaitlyn Coalson , Drew Zalucky

Summary

Portfolio marketers must measure the impact of messaging to ensure the activities to build and deliver messaging create the desired impact for the business. Unfortunately, the measurement of messaging’s impact is often left out entirely or only considered for produced content that uses the messaging. These oversights not only devalue messaging but also leave marketers with an inadequate understanding of where and how to successfully leverage this messaging. This report documents a set of metrics portfolio marketers can apply to evaluate the success of messaging and whether it’s helping to deliver business results.

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