In this webinar, we will discuss:
- Unifying metrics across an organization’s departments to serve a common goal
- An example of how a measurement framework can be at odds with intended business impact
- Measuring progress toward a goal through theories of change
- Identifying the activities needed to produce business impact
Customers want a seamless, unified experience across all interactions with a brand. To deliver that, organizations need a clear measurement strategy centered around shared goals.
Marketers need to move from focusing on what they can measure to what they should measure - metrics that show incremental progress toward shared goals. By rethinking their approach to data and the inputs and outputs that will impact success, brands can affect change to build a cohesive customer experience.
This is Part 2 of a three-part series.
Note: This webinar was hosted by eMarketer.
Chief Strategy Officer, EMEA, Merkle
Global Analytics Lead
Head of Measurement and Data Science, Abbvie Digital Lab