Don’t just guess, choose the measurement model that enhances your outputs

Although it’s tempting to search for the “perfect” measurement model - the truth is, there’s no one-size-fits-all approach. While attribution, incrementality, and MMM each have their place, relying on any single model won’t give you the complete picture. Instead, think of them as complementary tools that work together to provide the most accurate insights. 

Here are four factors to consider when selecting the right measurement model for your business.  

1. Data quality and quantity 

Data is the foundation of any solid measurement model. Accuracy and consistency across your sources are non-negotiable. You’ll also need a sufficient volume of data to ensure reliable insights and statistical significance. Poor data quality will skew your results - so always prioritise clean, comprehensive data. 

2. Model selection and validation

Choosing the right model depends on your campaign goals and the customer journey you’re tracking. For attribution, pick a model that matches your touchpoint structure. For MMM, choose the right statistical method (like regression or time series), and ensure it’s validated. In incrementality testing, don’t forget to set up test and control groups to minimise bias. The right approach depends on your specific needs, so take the time to validate your choices. 

3. Integration and orchestration

A successful measurement model requires seamless data integration. From web analytics to CRM to ad platforms, pulling everything together into a unified data warehouse is key. Selecting appropriate tools for each methodology, like Google Analytics or Adobe Analytics, is crucial. Automating data collection, analysis, and reporting processes improves efficiency and enables timely insights. 

4. Continuous improvement

Measurement models aren’t static - they need to evolve. Regularly assess performance and refine your approach. A/B testing allows you to experiment with different strategies and optimise based on real-time results. Constant evaluation and iteration ensure that your framework stays relevant and adapts to shifting market dynamics. 

When it comes to measurement, don’t chase perfection 

Instead, focus on flexibility, integration, and continuous improvement.
Download our white paper for a step-by-step guide to building a winning measurement framework.