Challenges Faced

A proper measurement approach is the only way to understand what's working, what's not, and how to improve. Although this is a simple truth, measurement in practice is full of complexities.

• Measurement Confusion: decision makers are easily overwhelmed with large volumes of available metrics from a variety of measurement tools, with differing methods and biases
  
• Vanity Metrics: obscure true measures of success
• Inconsistencies: prevent clear views into comparative performance
• Data Governance: lack of standardized taxonomy and data quality obscure views at meaningful levels of detail
• Manual Data Capture and Flows: slows down insight generation and actionability
• Reporting Needs Vary: stakeholder groups have unique reporting needs
  

Benefits

Clear views into performance grounded in common, agreed upon measures across stakeholders provides a foundation. This, coupled with a crisp measurement process drives strategic learning, better decisioning, and ultimately, higher returns.

• Greater marketing impacts and returns from improved decisioning
• Confidence about which metrics matter, what they represent, and how they should be actioned upon
• Consumer-centric orientation of metrics aligns focus and action with objectives
• Agility around testing, learning and optimizing enables rapid iteration and continuous improvement
• Clear roles and process elevates measurement and aligns stakeholders across functions to achieve goals

‍