Newspaper article The Morning Bulletin (Rockhampton, Australia)

Why Measurement Matters; the Experts at Google Share Key Advice on Effective Tallying-Up

Newspaper article The Morning Bulletin (Rockhampton, Australia)

Why Measurement Matters; the Experts at Google Share Key Advice on Effective Tallying-Up

Article excerpt

WHEN we talk to marketers about their challenges and needs in digital, measurement always finds its way to the centre of the conversation.

We've heard from advertisers large and small that measurement on digital can be difficult and often complex. But it's also critical to address, because effective measurement is foundational to growth.

That might sound a bit lofty, but it's true. Better measurement helps businesses uncover the best ways to invest their limited marketing resources. Which leads to better marketing, which leads to new customers and continued growth.

But how do you define better measurement?

We've invested a lot of time listening to our advertisers and industry partners, and we've consistently heard that, to be effective, measurement solutions must be:

Trustworthy: They must be transparent and easily verified by advertisers, publishers, and third parties, including technology providers and industry standards groups.

Intelligent: They must uncover the insights that really matter to a business -- which often means using the latest advancements in areas such as machine learning and going way beyond simple reporting.

Actionable: They must be easy to act on, so advertisers can quickly fine-tune or change their strategy, turning metrics and insights into real business impact.

Forward-looking marketers recognise the importance of delivering on these requirements.

"As a strategic partner in this ecosystem, it's our job to help our brand partners navigate complex measurement processes, and ensure that data is reliable and transparent," said George Popstefanov, founder and CEO of digital marketing agency PMG.

"They should never have to compromise in this area. The digital marketing landscape will constantly evolve, but the foundational pillars of measurement will continue to rest on transparency, business-impacting insights, and applicability. …

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