Welcome to our first issue of Performance Pulse!
In the performance marketing world, it’s becoming trickier than before to measure customer journeys. Many are beginning to question the validity of their attribution models. And it’s getting harder to cut through the data chaos and understand:
- How upcoming changes to privacy policies will affect your marketing
- What you should be measuring (vs not)
- Where traditional measurement is failing
- How measurement technology can help
Each month, we'll be breaking down the latest trends with some of the most brilliant minds in measurement and delivering bite-sized, no-fluff recommendations to elevate your marketing game.
So, grab your favorite mug, take a sip, and let’s get started.
Master Marketing Measurement and Maximize ROI
Catch Up on Our OMR Masterclass
Privacy shifts have made understanding marketing ROI a harder-than-ever challenge. That’s why smart Performance Marketers are building a measurement stack that combines Incrementality Testing, Marketing Mix Modeling, and Multi-Touch Attribution.
Don’t miss this crash course in triangulated measurement, presented at OMR 2024 by Enrico Ferrari, Former Global CMO, Rocket Internet & Chief Growth Officer, HelloFresh USA and our own head of Data Science, Stephen Howe.
How Should You Vet a Measurement Vendor?
Andrew Covato Shares His Take
Do they facilitate ground-truth experiments? Do they use econometric modeling? In this short video, find out which questions Andrew Covato would ask if he were evaluating a measurement partner.
Shift your Measurement Mindset
Recommended by LinkedIn
Industry Perspectives on Incrementality
How are other marketers creating internal consensus around a new approach to measurement? Find out in the excerpt below of a conversation we had with a Performance Marketing Lead at a Global eCommerce Retailer (EMEA).
We asked: HOW DO YOU SUGGEST MANAGING INTERNAL RESISTANCE TO A NEW MEASUREMENT METHOD?
Performance Marketing Lead, Global eCommerce Retailer (EMEA): Some senior leaders had a bit of fear. They said “If we are doing things the same way, and it's working—broadly--then why would we want to change too much?”
A question that came up was, “Okay, even if you prove the incrementality is 25%, in brand search, then are you to suddenly reduce our budget by 75%...essentially turning it off? Because that seems like a risk.”
Rather, I said, “No, this is going to help us make more informed choices gradually”.
Does it Feel Like Attribution and Measurement Are Getting Harder? 100% They Are.
Book a Measurement Consult
User-level data is going away. Spotty customer journeys present a challenge for measuring marketing performance. Book a consultation with our measurement experts and we’ll walk you through how to:
- Future-proof your current attribution model by combining the benefits of lift tests, MMM and MTA
- Make more informed budget decisions that increase your ROI
- Leverage first-party data to acquire more new, loyal and profitable customers.
Quick Links
- Watch Masterclass: How to Master Marketing Measurement and Maximize ROI
- Watch Video: How Should You Vet a Measurement Vendor?
- Book a Consult: Book a iCLV Measurement Platform Consult
Stay sharp,
The Crealytics Team