Information Design for Complex Measurement
Marketers are faced with staggering volumes of data and need to unravel the dynamic relationships between social media, display advertising, search, mobile, web, CRM, email, and more. Our consultants leverage the power of the Marketing GraphTM to deliver a powerful information architecture that supports modern measurement. We help customers define the relationships between disparate campaigns, activities, creative assets, and performance metrics. Our rigorous process includes mapping the marketing data sources that need to be collected, building tag rules for products, geos, campaigns, etc., establishing metrics hierarchies, devising formulas for KPI calculations, and much more.