Ekimetrics releases 'Measurement explained', an interactive training tool for effectiveness teams and their marketing colleagues

Ekimetrics releases ‘Measurement explained’, a new training tool, designed to support conversations between effectiveness teams and their marketing colleagues.

The tool is a general exploration of key measurement methods, what they’re used for, and how insight and effectiveness teams use various data and techniques to build the effectiveness narrative in the privacy age.

Initially, the static infographic tool was designed by measurement leader Ekimetrics for – and endorsed by – a range of brand effectiveness leaders at ISBA’s Insight & Effectiveness group. It was released exclusively to ISBA members in October 2023 and Ekimetrics has now taken the tool online.

Dan Larden, Head of Media, ISBA, said, “This tool has been an exceptional addition to our toolkit, bringing different disciplines closer together. We’ve seen it being used in action and are delighted now to see the release of the online version. It distils a very complex set of measurement methods and in particular, how you bring them together, in a way that can be understood across team functions. It provides effectiveness practitioners with a mechanism for opening and having conversations about measurement, to bridge an all-too-common communication gap that can hold back progress.”

Matt Andrew, UK GM and Partner, Ekimetrics, added, “Having seen that there was little out there on the subject, we wanted to facilitate conversations between effectiveness professionals and their marketing and finance counterparts. Because collaboration and breaking down silos is often far more critical to success than the technical complexities of modelling and analytics, especially now as brands at the forefront of cutting-edge techniques are bringing methods together in triangulation. With this tool, we hope to unlock a new competitive edge by bringing teams together with a common language. This interactive online version can be used as a reference and training tool that makes this understanding easily accessible to all.”

Iain Stanfield, Insight Lead, Specsavers Optical Group, declared, “This has been really useful for Specsavers, making up a key pillar within our effectiveness toolkit and helping us plan and execute our effectiveness roadmap. I see this as a powerful tool for insight and effectiveness professionals to build understanding with their brand and marketing counterparts and onwards into the wider business where appropriate.”

The tool is now freely available to all: go to Masurement Explained!