Gartner Research

How to Measure a Multichannel Marketing Campaign

Published: 30 January 2019

ID: G00375159

Analyst(s): Lizzy Foo Kune

Summary

Marketing leaders often struggle to identify the right metrics to assess and improve their campaign 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 No. 1: Map and Track Audience Exposure to Your Marketing Plan
  • Step No. 2: Focus on the Three Types of User Responses
    • How to Measure Action
    • How to Measure Engagement
    • How to Measure Perception
  • Step No. 3: Create a Unified Measurement Plan
    • Prioritize Your Metrics
    • Consider Incorporating Attribution Into Your Measurement Plan
  • Step No. 4: Repeat and Improve

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