Gartner Research

How to Measure a Multichannel Marketing Campaign

Published: 21 July 2017

ID: G00336032

Analyst(s): Martin Kihn , Lizzy Foo Kune

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
  • Key Challenges

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

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