Working with many marketing teams over the years, we have noticed imbalances in marketing measurement and how individuals define measurement, ROI and the success of campaigns.

Our approach is first to establish clarity, which then gives us focus. This focus allows for accountability. When teams and individuals know what they are accountable for, there is more energy to do meaningful work.

To help establish this clarity, we have put together our 10 tried and tested principles for internal marketing teams and their external agencies.

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First Principle

Our first and most important principle, which is the segue for all further marketing measurement discussions. Mental availability is a matter of recall and availability—ensuring your brand comes to mind during the initial purchase decision and physical availability is ensuring it's easily accessible when customers decide to buy. This dual approach covers both aspects of the customer decision-making process for maximum impact.

How we measure both is critical for brand growth over the LONG-TERM.

Second Principle

This principle breaks down the customer journey into four audience intent stages—SEE, THINK, DO, and CARE. This is an effective way of mapping out your audience's interaction with your brand, allowing you to tailor your messages and tactics according to their current intent stage. This customisation boosts the relevance and effectiveness of your campaigns.

Third Principle

Applying the OKR methodology to measure each customer stage ensures clarity and measurability in campaign objectives. It establishes a common language for defining and tracking goals, leading to better alignment and clearer understanding of the campaign’s progress and success.

Fourth Principle

This principle highlights the need to focus on 'metrics that matter' over vanity metrics. Instead of getting caught up in numbers that look good but don't necessarily drive business growth, it's crucial to identify and track the metrics that truly reflect your performance and can lead to actionable insights.

Actionable metrics provide more opportunities to find observations and insights when compared against relevant primary, counter and efficiency metrics.

Fifth Principle

Aligning our MeasureBrand Framework with the individuals and teams responsible for certain metrics allows everyone to see their contribution to the campaign's success. This principle emphasises the need to empower every team member to make data-driven decisions, fostering a culture of accountability.

Sixth Principle

Regular target setting and evaluation provides an ongoing mechanism for improvement. The RAG (red, amber and green) methodology simplifies performance tracking and provides clear visualisation of progress, encouraging an agile approach to marketing where strategies and tactics can be tweaked as needed for optimum performance.

Seventh Principle

Effective data visualisation is crucial for interpreting complex data. By using simple charts to track progress and complex ones for in-depth analysis, this principle enables marketers to tell a compelling story with their data, leading to better insights and informed decision-making.

Eighth Principle

The use of simple line charts for measuring progress towards targets ensures swift identification of challenges and opportunities. These visualisations provide a clear snapshot of the metrics that matter, enabling marketers to ask the right questions and take timely action.

Ninth Principle

Aligning creative assets with audience intent stages maximises the impact of your marketing messages. By ensuring that your creative assets are tailored to the audience's journey, this principle underscores the need for a strategic, customer-centric approach to content creation, leading to more effective and profitable marketing.

Tenth Principle

A well-structured campaign taxonomy is key to organising and categorising your campaigns effectively. This principle emphasises the importance of considering the overall campaign structure and alignment with digital platforms for accurate measurement and tracking, leading to more streamlined reporting and analysis.