Marketing in today’s world is a complex business. The digital revolution has opened up infinite opportunities for marketers and the sheer number of channels, formats and tactics employed by brands means marketers have their work cut out to keep track of how everything is performing and ensure their marketing efforts are contributing to the business’ bottom line.

A major element of this is measurement. But in the midst of a privacy-apocalypse, where many user-based measurement solutions have been thrown out the window, marketers are desperately searching for alternatives to continue operating their marketing stack.

These include -

• Attribution using fingerprinting
• Measuring using alternative IDs
• Incrementality measurement
• MMM (Media Mix Modeling)

Unfortunately for brands, there is no one-size-fits-all approach to marketing measurement. Each methodology has benefits and constraints.

So, to help marketers across different verticals understand how to strategize, plan, measure, execute and ensure all their marketing tools and methodologies work in harmony, we’ve produced a white paper Measurement Orchestration (Making Attribution, Incrementality, and MMM Play Nicely Together).

 
This white paper has been written for marketers who understand that the marketers’ job is not an operational one, but a strategic one. For those who feel like their role is larger than setting up campaigns or pulling out reports. Those who understand that while each and every one of the marketing tools and vendors is great on their own, creating harmony among them can be difficult.

At INCRMNTAL, we want to provide guidance to marketers who strive to orchestrate their marketing activities effectively. Here we lay out the pros and cons of all three methodologies, so marketers can understand how to create the best symphony. For it is only by mastering the art of measurement orchestration that marketers can unlock the full potential of their marketing efforts and achieve continuous growth.

The white paper is available to download here.

To learn more, visit incrmntal.com or schedule a demo with our team.