Adopted by media & enterprise teams, creating a measurement plan upfront helps ensure success but also puts rigor in to the marketing activity. It’s almost like a mini check in.
A marketing measurement plan, outlines:
- Objective of the marketing activity
- Tangible things that need to be measured
- Relevant metrics for the objective
- Tools used
- Workflow to capture, QA and surface that data so it is actionable.
Where plans often go wrong, is if this is created as a final step, post rationalizing. The preferred method is a collaborative process as the marketing plan is created. This works to inform and educate the wider team on what can be measured and how. Which ultimately may mean adjustments in execution.
Effective measurement plans help drive better performance.