Useful Link: Measurement Guide From Google


We’ve written plenty of posts on measurement, noting frequently that data is everyone’s domain and that everyone, no matter what facet of marketing or PR you’re in, needs to get to conversion. So I’m always happy when new resources are released to help marketers continue their journey to achieve better measurement.

This week, my colleagues at Google released a new guide to help you become a better marketer. It’s titled: Measure What Matters Most: A Marketer’s Guide.

In this brief guide, you’ll learn about the four crucial tenets of measurement-focused marketing:

  1. Focus on the right metrics. Set yourself up for success by identifying clear metrics that you want to affect before launching a campaign.
  2. Value your best customers. Instead of measuring transactions alone, model the lifetime value you derive from your customers.
  3. Attribute value across the journey. To find out what’s working in your marketing and what’s not, identify the role of each touchpoint along the customer’s journey.
  4. Prove marketing impact. Use controlled experimentation to understand what happened only because of a given marketing spend change (and would not have happened without it).

Check out the guide here free as a primer on getting started with your own measurement planning or help improve your efforts.

Bonus: don’t forget we also have an Analytics MOOC (Massive Open Online Course) where you can go to improve your analysis skills anytime on an increasing variety of analytics practice areas.