It takes more than the acquisition of a telescope to find something meaningful in space. Using advanced tools and exploring complex domains to net any kind of tangible outcome requires trial and error, planning and strategy.
The same can be said for navigating modern advertising measurement. Knowing the number of impressions your ad received on a website is the equivalent to pointing out the Big Dipper—on a clear night, the naked eye can quickly spot it. There’s no real discovery happening.
To measure true campaign success in advertising is to go beyond baseline metrics and harness advanced signals to discover what is working and what is failing. It means going from the collecting of trivial numbers to presenting real results in the form of meaningful, data-backed stories.
In the spirit of discovery, and to help even the most novice marketers in channeling Galileo levels of methodology in their measurement strategies, we’ve pulled together 5 best practices to get you on the path to results-driven measurement.