The key three: What business leaders need to build a strategic global marketing measurement program

Maggie Merklin

To build an effective global measurement program, marketers must be cognizant of variations across different ad markets, and take a holistic approach to regional changes and privacy regulations.

Today, global brands face a number of challenges when it comes to implementing and measuring the impact of their marketing efforts, which must account for differences in consumer behavior, advertising ecosystems, sales channels, and economic dynamics across markets. On top of these challenges, privacy changes have ushered in a lively debate about the future of digital marketing, and especially measurement.

Figuring out how to achieve a holistic understanding of global marketing success often leaves business leaders scratching their heads – or worse, jumping to conclusions without the data to back them up. So, how can adaptations in one...

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