UMM: Success Strategies, Optimization & Validation

August 31, 2023

Harsvardhan Tripathy, Jordan Cardonick

Today's marketers are integrating customer-centric omnichannel strategies into their communications planning, necessitating a unified measurement strategy that captures the impact of everything on everything across all touchpoints and provides a true incremental view of their investments. Decision makers are now demanding:

On the measurement front though it is not possible to link all media touchpoints to an individual ID level nor can we think of designing a ‘band-aid’ to historical measurement approaches in response to privacy regulations and 3rd party cookies going away. This presents us with a challenge in how we use the tools at our disposal to provide the right insights given the available data, but in a way that is standardized and consistent. We need to define the role of the Clean Room, how do we still allow for campaign measurement agility, but calibrate that or challenge that with incrementality analysis.

Traditionally, measurement conversations have been very “OR” in nature given the cost and time to set up these more major initiatives. They are also failing at delivering the right insights for the various business questions that come out of this customer-centric approach. For example, legacy Attribution Solutions are incapable of quantifying the true impact of other marketing and operational factors that frequently have a direct or indirect impact on sales I.e. don’t provide incrementality as an answer. This often results in overly committing investment into specific media tactics that “show-up” better in those models, but do not necessarily accurately reflect market dynamics. Businesses are slowing realizing this and moving from disparate solutions / capabilities to operationalized playbooks.

This approach towards a more Unified Measurement approach requires a few components:

This calls for the creation of a Unified measurement approach and process that must be owned and operated by businesses and not a vendor (this is not to say an outside vendor for point solutions is not necessarily due to available resources and expertise, but that it needs to operate within the Unified Measurement mechanism). If the approach is not bought into, fully understood, and championed by businesses, it will not succeed.

Part actual model, part measurement framework it looks to ensure that things are applied appropriately, but also balanced with other capabilities.

It is important to note that Unified Measurement is not just a technology or suite of models, but also the governance of how measurement is applied to decision making and thus requires leadership and a team for operation and maintenance. This means that while sophistication is desired, stability is just as important.  Individual companies may certainly lean heavier in one direction versus the other as they define their specific aspect but knowing that it does not live at either extreme is important to know.

In getting started, there are three fundamental elements that are essential for transforming a middling approach to measuring customer experience into one that can deliver impact and create value.

At Blend360, we understand the evolving landscape of measurement and the challenges it presents. Our team is here to provide expert assistance across all measurement elements, empowering you to make informed decisions despite the limitations imposed by privacy changes. Count on us as your trusted partner in navigating these challenges and optimizing the impact of your marketing efforts.

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