When it comes to measurement and optimization of multichannel marketing campaigns, marketers struggle to clarify how all the streams of data and multitude of channels and campaigns drive business outcomes. To address blind spots and anchor measurement in what is important for the success of the marketing plan — and the business as a whole — metrics should focus on consumer responses to any given marketing opportunity (i.e., a stimulus designed to elicit a response).
A consumer can respond to any given marketing opportunity in three ways:
- Engagement behaviors: Measurable actions in response to marketing that indicate interest, but can’t be tied directly to business outcomes
- Action behaviors: Measurable actions in response to marketing that tie directly to business outcomes
- Perception: Not linked to an action or engagement but can be measured indirectly, often through surveys or social listening