At Origami Logic, we have the pleasure of interacting with some of the world’s largest advertisers. In our discussions with them, we find that organizations are on different points of a spectrum, in terms of the people, technology and processes they have in place to measure the performance of their marketing activities. Thus, when we begin engaging with a new customer, one of the first things we do is assess where they are on that spectrum. This perspective helps us define the initial steps that need to be taken to help our clients enhance the sophistication of their marketing measurement framework.
Along these lines, research and advisory firm Forrester recently came out with a report that helps organizations self-assess their maturity level in the area of marketing measurement. The report, entitled “Build Capabilities for Measurement Success” and written by Forrester senior analyst Tina Moffett, helps marketing organizations:
- Assess the maturity level of their marketing measurement initiative
- Understand five key performance measurement competencies that are needed to excel
- Create a roadmap, based on their maturity level, for implementing and evolving their marketing measurement approach
We feel that it is important for organizations to realize where they are before going down a path to implement a marketing measurement solution. We agree with the five key performance measurement competencies outlined by Forrester — governance; organization and resources; technology and data; measurement, and optimization and activation. In particular, we often find that too much focus is placed on implementing the technology, and not enough emphasis is placed on other areas — like people and processes — that are critical to establishing a successful marketing measurement framework.
We encourage all organizations that want to get the most out of their marketing performance data to read the Forrester report. You can get a free copy of it here.
If you are interested in hearing more about the methodology we use at Origami Logic to help our clients implement a marketing performance framework, get in touch.