Measure the journey, not just the silo...

If you can’t measure it you can’t optimize it” is a phrase we’ve all heard and maybe you think it’s overused but we still need to adhere to it. Measurement is the cornerstone in so much of what we as marketers do today. It removes subjective decision making and enables us to compare performance: where we’ve been, where we are and where we’re going. It provides us with a framework to measure actions and ideas, what works, what doesn’t.

In this digital world we’re fortunate that so many of the tools we use across paid, owned and earned media channels are able to provide us with data: impressions, viewability, engagement, purchase information, the list goes on. It’s both a blessing and a curse as the amount of data being generated becomes overwhelming.

The proliferation of tools in the advertising and marketing ecosystem is a reaction to today's consumer who accesses multiple channels (social networks, apps etc) on average owns 4 devices [1] and is moving between them up to 27x per hour [2] and buying online and offline.

When we count up the number of tools brands are using to ensure they are able to address today's consumer we see that on average each brand is using 36 different systems and vendors to gather data for their marketing efforts with some using more than 100[3]. Looked at in isolation data coming from these disparate systems may appear to be multiple actions with no definitive conclusion and this is where the marriage of adtech and martech happens.

As marketers we need to unite this disparate data together to come to the right conclusions. We also need to ensure we’re doing this at the granular event level or the 10,000 ft view provided by aggregate level data is going to hide the detail… In this way when we talk about improving the customer experience and the customer journey we have the data to measure it and can take a truly informed, holistic approach.

Having a robust data strategy across touch points will enable optimization, reduce waste, provide a framework for vendor assessments and future proof your marketing efforts.

[1] Nielson The US Digital Consumer Report 2014, [2] NPD, March 2013, [3] Forbes Insights Customers for life September 2014