Detailed overview

Customers want a seamless, unified experience across all interactions with a brand. To deliver that, organizations need a clear measurement strategy centered around shared goals.

Marketers need to move from focusing on what they can measure to what they should measure - metrics that show incremental progress toward shared goals. By rethinking their approach to data and the inputs and outputs that will impact success, brands can affect change to build a cohesive customer experience.

This is Part 2 of a three-part series.

Note: This webinar was hosted by eMarketer.

In this webinar, we will discuss:

• Unifying metrics across an organization’s departments to serve a common goal
• An example of how a measurement framework can be at odds with intended business impact
• Measuring progress toward a goal through theories of change
• Identifying the activities needed to produce business impact