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Marketing leaders often struggle to identify the right metrics to assess and improve their plans. The secret is to focus on three different categories of user response: action, engagement and perception. This research tells you how to measure each.
Table of Contents
Step 1: Map How People Are Exposed to Your Marketing Plan
Step 2: Focus on the Three Types of User Response
- Measuring Action
- Measuring Engagement
- Measuring Perception
Step 3: Put It All Together Into a Measurement Plan
- Incorporating Attribution Into Your Measurement Plan
- How to Estimate the Economic Value of Changes in Perceptual Metrics
Step 4: Repeat and Improve
What to Do Next
- Step 1: Map How People Are Exposed to Your Marketing Plan
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