Your Quickfire Guide to Unified Marketing Measurement
Marketing Insights for Professionals
The latest thought leadership for Marketing pros
Marketing measurement is a challenge many companies face in today’s data-driven age. As modern marketers favor an omnichannel strategy, a unified approach is increasingly necessary.
19 December 2022
Marketing attribution refers to the practice of evaluating all of the marketing touchpoints encountered by consumers on their purchase journey. This process enables teams to access actionable insights for future campaign optimization to increase ROI. However, solutions dedicated to this often take a siloed approach that doesn’t quantify the impact that other marketing and operational factors can have on sales.
Today, marketers are embracing customer-centric omnichannel strategies in their marketing communications. To effectively measure attribution, a unified measurement approach is required to provide a step-by-step view of their investments.
That’s where unified marketing measurement (UMM) comes in.
What is unified marketing measurement?
UMM refers to a marketing approach that combines data and insights offered by different attribution models, including marketing mix modeling (MMM) and multi-touch attribution (MTA), into a single measurement.
It allows you to get a comprehensive overview of your campaign performance and how successfully they drive conversions. UMM acts as a metric that can be used to optimize marketing spend by providing you with the information you need to see the truth of your efforts and access accurate attribution insights and real-time optimization to drive future marketing investments.
