The landscape of marketing effectiveness measurement has evolved dramatically from what it once was. As we shift towards a future where marketing investments and their returns increasingly depend on privacy-focused solutions, marketers will need to find new ways to bridge data gaps and demystify consumer journeys.
But doing this alongside fueling growth and demonstrating a solid return on investment (ROI) to senior leadership can be overwhelming.
In this evolving environment, having a strong framework for assessing marketing effectiveness will be crucial for future success. And combining the multiple measurement methods at our disposal — both capitalising on their strengths and complementing their weaknesses — is a key part of that.
For example, while incrementality testing has emerged as a rising star, it’s not the complete answer. It improves traditional measurement methods such as marketing mix modelling (MMM) and attribution by providing a new, deeper representation of value, but it shouldn’t be a substitute for them. At Google, we often refer to using all three as modern measurement.
But we understand that sharing and implementing this layered approach can be difficult, particularly since there is no one-size-fits all measurement solution to the many different scenarios businesses can find themselves in.
That’s why we developed a new resource: our modern measurement playbook unifies marketing mix modelling, attribution, and incrementality testing — and shows how they can all be implemented together to get the best out of each method, power decision-making with more accurate proof of investment, and drive business growth.
Download the playbook to learn:
- The marketing effectiveness measurement (MEM) fundamentals: Why you (and your senior leadership) should care, practical advice, and how to implement your own MEM framework and test-and-learn programmes.
- The multiple marketing effectiveness tools available: Discover tools and tactics to create a holistic approach for capturing and fulfilling all your marketing needs while showcasing a solid ROI to senior stakeholders.
- How incrementality experiments, MMM, and attribution complement each other: What each one brings, how they work, the differences between them, and making them work better together.
- Advanced strategies to fuel business growth: Build a marketing effectiveness measurement strategy optimised for a privacy-first world. Discover tips to navigate a noisy marketing landscape, demystify complex consumer journeys, analyse first-party data, and connect the dots for better conversions.
If you're looking to drive growth while navigating the changing media landscape, our modern measurement playbook provides a comprehensive roadmap. By understanding the fundamentals of marketing effectiveness measurement, and strategically using a combination of measurement methods to suit your needs, you will gain a deeper understanding of your customers and fuel data-driven decisions to achieve real business results.
