NRF 2016 – Marketing Measurement

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We have quite a team at NRF 2016 that is executing its last day today! In a recent blog post written by Ross Monaghan, Director of Digital Marketing, at NRF he discusses the importance of marketing measurements due the rapid growth of digital marketing and its effect on the overall marketing ecosystem. While an organization may receive a lot of data, the individuals that review this data may be overlooking the most important factors (KPI’s) that are used to measure the impact of specific marketing impacts. A session conducted by the Retail Industry Director at Google, Julie Krueger, focused on what the main focuses should be when it comes to measurement:

1. Define the objectiveof each marketing tactic – don’t default to thinking that everything will directly drive a sale.

2. Align the measurementfor each tactic to the objective you are trying to achieve – don’t judge a fish on its ability to climb a tree.

3. Identify the influencers + stakeholders in your organization and get their buy-in on the measurement plan before you run.

Although it may sound simple, Julie noted that they have to leverage their advice with their customers in the retail industry on a daily basis.

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