Feeling extremely inspired after having dinner with Recast and so many bright marketing analytics leaders here in Los Angeles last week. It reminded me how much I love talking with people who get the messy, imperfect reality of measuring marketing impact- and the fact that there’s no “one size fits all” answer. One idea that came up is how not every brand is ready for advanced analytics or MMM- and that’s completely okay. I like to think about measurement as something you build over time. It’s about recognizing where you are and what makes sense right now. The way I break it down: 1️⃣ Reporting – Are we even looking at the right metrics? Aligning on definitions, building reliable dashboards so teams know what’s happening. 2️⃣ Optimization – Can we make tactical, channel-level improvements? Continually test different creatives, targeting options, and bidding strategies. 3️⃣ Causal Understanding – Do we know what really drives results? Incrementality testing, geo experiments, MMM can answer "what would have happened if we did nothing?" 4️⃣ Strategic Planning – Can we confidently guide budgets and forecasts? Using learnings to plan across channels and quarters, tying marketing to actual business outcomes. Personally, I think the best approach is meeting teams where they are and building trust as you go. 🌟 Would love to hear how others think about this. How do you break down measurement in your work? What would you add or change in this framework?
Awesome visualization! Incredibly helpful to think about it this way. How do you define what the right metrics are? I find that's the key is effective reporting. Shouldn't report on all metrics but report on the most impactful KPIs
Recast Co-Founder | Writes about marketing science, incrementality, and rigorous statistical methods
3moWow I love this summary and the visual. And it was so fun to meet in person!