Effective digital marketing relies on clear measurement planning and well-defined KPIs (Key Performance Indicators) to track success. Without them, efforts can lack direction, making it difficult to assess what’s working and what needs improvement.
A strong measurement plan aligns marketing goals with business objectives, ensuring data-driven decision-making. KPIs—such as conversion rates, engagement metrics, and ROI—help marketers optimise campaigns, allocate resources effectively, and demonstrate impact. By tracking the right metrics, brands can refine strategies, improve performance, and drive meaningful results.
We’ve put together a series of short videos that explore how to get the most out of measurement planning, align KPIs with stakeholders, and more.
- Measurement plans and how they help you achieve your digital KPIs
- Measuring the right marketing metrics
- The difference between a KPI framework and a measurement plan
- The risks of not having a measurement plan
- Using a KPI framework to achieve objectives across the marketing funnel
- Using a KPI framework to achieve stakeholder alignment
- Why your business needs a measurement plan
Measurement plans and how they help you achieve your digital KPIs
A measurement plan details how a marketer is going to collect the required data to optimise campaigns and ultimately deliver growth. In this video, Technology Director, Aaron Dicks, explores how to achieve your digital KPIs through an effective measurement plan.
Measuring the right marketing metrics
Ensuring you’re using the right marketing metrics that align best with your marketing goals is the key to success in marketing measurement.
The difference between a KPI framework and a measurement plan
KPI frameworks and measurement plans are two sides of the same coin, they are inherently linked, but they are different. A KPI framework is the ‘what’ and the measurement plan is the ‘how’.
The risks of not having a measurement plan
The challenges of not having a measurement plan are going to be seen when it comes to assessing the effectiveness of the efficiency of a digital advertising campaign.
Using a KPI framework to achieve objectives across the marketing funnel
A KPI framework gives the overall picture of how marketing efforts ladder up to meet that total business objective, which is often revenue.
Using a KPI framework to achieve stakeholder alignment
The benefit of a well-structured, rigorous KPI framework is ultimately stakeholder alignment.
Why your business needs a measurement plan
Planning helps you overcome some of the technological challenges – it helps you ensure that you’re capturing the best digital attribution data you possibly can and getting that into the platforms where you can take action on that information.
