Gartner Research

How to Measure a Multichannel Marketing Campaign

Published: 21 July 2017

ID: G00336032

Analyst(s): Martin Kihn , Lizzy Foo Kune


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



  • 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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