Planning for effective outcomes #4: Metrics and measurements

The fourth part of a seven-part series on marketing effectiveness, this episode is all about metrics and measurement.

Where to listen


03:44 – When looking at measurement, where do marketers begin? 08:27 – Hierarchy of evidence. 14:13 – The importance of experimentation. 17:18 – What are the key metrics to be tracking? 20:16 – Why has measurement become more important in recent years? 21:41 – Are clients set-up to be more data driven? 25:54 – Last click attribution. 27:18 – What is econometrics? 30:54 – What is multi-touch attribution?33:22 – Should clients own more data...

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