In this Partner Thought Piece, Ekimetrics argue that successful marketing measurements needs both independence and collaboration.
Marketing measurement – understanding and evaluating marketing performance, often referred to as marketing effectiveness – needs objectivity. It’s a task that seeks to find the story that is in the truth of the data.
To do this successfully, there are typically three parties that are fundamental to the process: the brand’s own marketing team, the media planning team, and the measurement team. The best results will always come from these teams working together.