How to Measure a Multichannel Marketing Campaign


Archived Published: 21 July 2017 ID: G00336032

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Summary

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

  • Introduction
  • Analysis
    • 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
  • Gartner Recommended Reading
© 2017 Gartner, Inc. and/or its Affiliates. All Rights Reserved. Reproduction and distribution of this publication in any form without prior written permission is forbidden. The information contained herein has been obtained from sources believed to be reliable. Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartners research may discuss legal issues related to the information technology business, Gartner does not provide legal advice or services and its research should not be construed or used as such. Gartner shall have no liability for errors, omissions or inadequacies in the information contained herein or for interpretations thereof. The opinions expressed herein are subject to change without notice.

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