How to Navigate the Uncertainty? Using an Effective Marketing Measurement Strategy


During the current pandemic period, marketers must have a clear understanding of the changing environment and changing customer preferences or consumer behaviour.  So, marketers can navigate various uncertainties by developing an effective marketing measurement strategy through the data storage that is available.

Companies can create a single system for the marketers to connect, visualize, and analyze their data with the help of a marketing intelligence platform. But, marketers need to develop an effective marketing measurement strategy to enable data-driven decisions for the benefit of the company and its customers.

While keeping budgets in mind, it is important to have a clear understanding of marketing activities among all channels to continuously adapt to increase efficiency across the targeted marketing budget. While, customer’s behaviors are changing amidst the current pandemic. To increase engagement and to deliver a quality experience to the customers, the marketing management team need to create effective strategies, contents, or messages across all platforms.

The main four steps marketers must consider in order to create a measurement strategy that leads them during this time of change and pave the way for success in the future.

  1. Try to eliminate marketing silos

Marketers use various channels to reach their targeted customers such as Facebook, paid ads LinkedIn, etc. So, as a result, more often marketing data become siloed. Hence, by unifying the data, a single system record can be achieved by the marketers and through the automation process, time can be saved on manual processes, and focus can be shifted to analysis and optimization of marketing activities.

  • Set a standardized  marketing data

For obtaining powerful insights from integrated data, marketers should organize and standardize data i.e. to set up rules and conventions which identify campaigns and media buys. When standardized data is set up, it can be used more effectively and efficiently which is crucial for integrated data. Through this,  it is easy for the marketing team to report and share their findings and increase the insights to incorporate trust in the data

  • Tracking performance and progress

The current pandemic has affected  globally across  the economy.  So, marketers  need to set goals and accountability, to identify the key performance indicators across various channels of business units. By  setting benchmarks, allows marketing team  to track the progress in achieving  the goals.

  • Maintain alignment  throughout the marketing system of  record

As most companies work  remotedly now, marketers  need to be more aligned and overcome this obstacle.  With the help a of  single system of  record , goals and benchmarks can be visualized through shareable dashboards in order to work among shared set of goals.


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