We’re delighted to introduce the new 2025 guide, “A Marketer’s Guide to Marketing Measurement: From Data to Decisions.” This expanded guide from Ekimetrics is designed to help marketing effectiveness leaders, marketers, and their organisations make smarter, data-driven decisions.
What’s in the guide?
- Comprehensive measurement methods: Explore key marketing measurement methods, their uses throughout the funnel, and how insight and effectiveness teams use data and analytics to build compelling effectiveness narratives.
- Addressing measurement challenges: Understand the main challenges facing marketers today, from media fragmentation to legacy measurement systems.
- The marketing data ecosystem: Dive into the data foundations needed for robust marketing analytics, including media mix, customer analytics, and Unified Marketing Measurement (UMM/Triangulation).
- Building a common language: Learn the importance of organising and managing data to develop a global language of performance.
- Path to maturity: Discover how to build both decision-making and technical maturity within your organisation.
- Expanded glossary: Access a broader glossary of major terms in marketing measurement.
Why this matters
With digital signals evolving and Marketing Mix Modelling regaining popularity, there’s no one-size-fits-all solution. This guide helps businesses understand advanced measurement and what’s needed to deliver it, offering best practice approaches for every stage of maturity.