Measurement Activation

Leaders need a structured framework for measuring, analyzing and optimizing marketing performance and effectiveness.  Based on a campaign’s measurement strategy, we define the data that needs to be captured, from where and in what format or structure. We illustrate the relationship between databases and tables and document how data needs to flow between systems.

Effectively tracking digital marketing metrics, such as website traffic, conversions and click-through rates, enable marketers to assess campaign effectiveness and identify areas for improvement. Depending on requirements from the Data Design & Architecture, we set up and test tracking mechanisms—for example, creating custom events and triggers in Google Tag Manager or implementing an integration between Google Analytics and 6sense to get company-level attributes associated with engagement events on a website—so the critical data needed to evaluate performance is captured in the right martech platforms and tools. 

Reporting on campaigns and programs can be time-consuming if marketers are required to execute manual ETL processes. And manual processes are also subject to human error.  Our team of data engineers help create data pipelines and automated processing workflows that pull data from the right systems, merge and cleanse data sets as needed and load data into the appropriate systems to support how business intelligence tools access data for reporting purposes.

Dashboard Visualizations tell the data story of a campaign or program, effectively illustrating what's working to help leaders and their teams optimize performance.  We structure, lay out and configure information in intuitive ways based on KPIs, stakeholder needs and user preferences, empowering teams to access and use data to formulate insights and recommendations.