Marketers must get their measurement strategy right if they are to yield strong results, an expert has said.
According to Janet Hull, director of marketing strategy at the Institute of Practitioners in Advertising, brands can look at data and make decisions based on it every second of every day.
However, she said many will not necessarily be bearing in mind what they are trying to achieve at the same time.
As a result, she believes getting a strong measurement strategy in place is “very important” to an organisation.
“You need to make sure you’re making the spot decisions with the right context,” Ms Hull said.
Marketers were also encouraged to consider how best to manage the process, as this would ensure all members of the team are working towards the same vision.
“You’ve got to give individuals a lot more responsibility these days to take decisions, so you have to make sure you’ve got a common view,” Ms Hull commented.
She went on to state that marketers often have to demonstrate the value they add to a business.
Therefore, they need to be able to articulate what they do and where they create value to stakeholders who do not work in marketing.
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