The Importance of a Measurement Framework
Welcome to our series on Measurement Matters. Throughout the next several weeks, we will have client strategists who are passionate about a particular aspect of campaign measurement dive a little deeper and provide a point-of-view that has been built over time, experience, and pursuit of honing their craft of campaign planning. Campaign measurement strategy and frameworks are the most critical part of a planning process (audience definition and planning is a close second, but more on that in a future series). Throughout my career in media, I have developed an enthusiastic affinity for measurement strategy – something all my clients can attest to. Here’s why:
Measurement strategy is our roadmap
Have you ever had a specific destination in mind and started your trip without a clear understanding of how to get there? If so, it probably took longer than necessary, there were avoidable detours, and unnecessary frustrations. The same goes for campaign planning. A proper measurement framework that includes a solid understanding of the business and business goals, sets the tone and trajectory for channel and tactical planning, data and tagging strategy, campaign optimization, and performance results and communication. The most rigorous solutions will include the role of each channel in the customer journey and how it will be measured. It will easily flow into message mapping and will tie together creative elements to ensure a seamless customer experience.
We care about your business
Each business has its own unique challenges, opportunities and goals. Measurement frameworks should reflect that too! A proper measurement framework will put business goals first, illustrate how marketing and media can support those goals, and facilitate a robust conversation about priorities and numeric goals or benchmarks. Those meaningful conversations will also provide invaluable insights to prioritizing the goals, identifying relevant metrics, and defining how to accomplish success. A measurement framework is one of the best ways to de-risk your marketing investment. This leads me to the next point.
“Every tactic/channel has its place, and function and should perform accordingly”
Just like we all have a job to do on our teams, every channel has its role to contribute to the campaign. Part of the art and strategy of these measurement frameworks are translating business goals into metrics that are good indicators of success (or failure leading to a need for optimization).
During this series, we will clearly align how we translate sales, awareness, and/or engagement to success metrics that we can measure. We will review how each channel works together throughout the audience journey/funnel, and identify what is going to move the needle in each particular business. A solid measurement framework will set the stage for learning agendas, testing, and optimization. In each of these cases, there is a requirement of a clearly defined business goal and a knowledge of the role the channel plays in its success.
Discussion about success early is a requirement to achieve success
There are too many important conversations that are often missed when teams set off on campaign planning. In today’s world, if someone isn’t thinking philosophically about success for a new campaign before it goes to market AND how it will be measured, the campaign will fail. Yes, I said it.
If you don’t fundamentally know HOW to show success, success is out of reach. There are many data points that can help build the actionable insights throughout the campaign. There should be thoughtfulness around advanced measurement such as brand lift, foot traffic, and sentiment tracking. We need to understand if incrementality with measurement is an option, i.e. do we realistically have a control group? There should be discussion around third party indicators such Google Trends and industry benchmarks. Not all of this is necessary or accessible for every campaign. Regardless, there should be a thoughtful discussion at the very beginning of the campaign before it’s too late to implement. The reality is, the teams that are charged with illustrating success with accountability to the business goal should have a clear vision that will allow them to bring actionable insights rather than mere tactical observations and vanity metrics.
All that said, I am very excited for our team to formally share some of the areas of measurement they are most passionate about over the next several weeks. Each will bring their unique perspective that helps meld our team’s individual areas of expertise and knowledge that makes it stronger.
About the Author
Rhonda Meier, Senior Vice President Client Strategy
Rhonda helps lead our company’s media planning and strategy philosophy to deliver strategic and fully-integrated campaigns across all media platforms.