How to build a winning measurement framework
March 2025
A successful measurement framework doesn’t just give you a snapshot - it gives you context. Without understanding the bigger picture, you’re flying blind. Building a measurement model that truly works takes time, buy-in, and a mindset shift. Forget the idea of the “perfect” framework - focus on the journey. Here are three key tips to help you build a framework that drives smarter decisions and aligns your teams for success.
1. Test, test, test
In the world of digital marketing, testing isn’t just an option - it’s a necessity. It might take time to shift the culture of your business, but testing is the only way to validate your hypotheses and optimise your campaigns. It’s also the secret to outperforming competitors and refining your approach as you go. Don’t just guess - test, analyse, and learn.
2. It’s not about “me,” it’s about “we”
A winning measurement framework requires collaboration. Every stakeholder has a role in ensuring that your metrics reflect the full picture. Focusing too heavily on individual channels or strategies can undermine the campaign as a whole. Instead, prioritize the collective effort and align everyone on a shared vision for success.
3. Get broader buy-in
Building a framework that works doesn’t stop at the marketing team. Getting buy-in from broader stakeholders is essential. Operations, product, trade, and ATL teams all play a part in defining the metrics that matter. Measurement isn’t a one-off solution; it’s a constantly evolving process. The more stakeholders understand this, the more connected your teams will be in driving growth.
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