Refining Marketing Measurement

Refine — the final stage of the Aligned Measurement Process — addresses the need for ongoing management of the measurement roadmap. Key activities during this stage include enriching data and adjusting supporting business processes. Use a punch list to clearly address remaining tasks, and update the reporting roadmap to reflect longer-term priority shifts.

Marketing measurement is an absorbing, sometimes frustrating challenge. Implementing a measurement initiative usually requires a great deal of fine-tuning, which begins with the completion of the initial scope of work. In the report “The Aligned Measurement Process Model,” we describe a methodical, seven-stage approach for building B2B measurements. In this report, we describe the activities that are conducted during the final stage of the Aligned Measurement Process Model to support the ongoing refinement of reporting deliverables.