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Author's profile photo Robin Mak

Marketing Measurement: Measure What Matters Most

Accurate, unified marketing measurement with actionable insights leads to improved marketing effectiveness and helps CMOs to focus on the right levers to drive the growth agenda. But how do we measure marketing’s value and performance, and which are the best metrics to use? Here is the guide to marketing measurement.

Marketing Measurement Strategy

Growth is the CEO’s No. 1 priority, and many CEOs look to the CMO to deliver that growth. CMOs are shifting their priorities to marketing measurement strategy that connects between this mandate and the metrics used to effectively measure, deliver and prove the value of marketing’s activities against business outcomes.

Marketers are seeking out metrics that are indicators of marketing success and operational excellence – linking their efforts back to revenue, profitability, or customer retention.

The concept of measurement using leading, lagging and operational indicators working in tandem helps marketers to link marketing efforts to business outcomes. Think of it like a simple equation where [action] = [results]. Start with the results you want (lagging indicators) and then work backward to identify the necessary actions (leading indicators) to achieve those results.


Measuring marketing performance across the marketing organization



Measuring digital marketing campaigns



CMOs most important metrics across four categories


Align business results with customer satisfaction metrics

Measures of customer satisfaction metrics are common, but these are rarely linked to business data on purchase decision drivers and business performance. Understanding the factors that are driving the purchase decision can inform marketers which experiences to focus on with metrics like CSAT or NPS so that the correlation to business performance is maximized. This will also ensure that marketing efforts toward experience management is targeted at factors that will improve customer experience in the ways that are most likely to drive improved business results.

Understand how metrics performs together can help marketers to discover deeper insight, for example, by analyzing NPS score and key value together with business data.

  • Provides a more actionable insight of customer satisfaction than just looking at a single number to act quickly and decisively on customer feedback
  • Focus on the key drivers and prioritize improvements that boost NPS among buying groups that drive the most revenue


Analyze metrics in concert to drive close loop customer experience

Customer feedback and the metrics that marketers choose to measure the experience are key data points, but without a closed-loop system to turn them into actions and improvements, they’re almost meaningless. Marketers are looking to develop a more advanced marketing performance measurement approach to close the gap by linking insights to action through the integrated Inner Loop and Outer Loop marketing activities, and ultimately deliver a closed-loop customer experience.

Inner Loop: This happens at a customer-level, typically following up with individual customers based on their feedback. This is usually triggered by a specific NPS score, for example, someone indicates they are a detractor by giving an NPS score below 7.

Outer Loop: This takes place at an organisational level and usually affects a group of customers. This includes changes to processes internally in response to feedback from multiple customers and subsequent root cause analysis.

As more attention and investment moves towards customer experience initiatives, and growing pressure for marketing executives to lead the customer experience and growth agenda, by turning marketing’s insights into strategic actions will help CMOs to seize the moment and establish marketing as the driver of customer experience and deliver business growth.

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