Is your current measurement program provided internally, externally, or hybrid?

What marketing measurement programs do you currently use?

Is your current measurement program capability driven by business owners or functional teams?

Is your measurement program considered as a centralised or a decentralised solution?

Is your measurement program capability an off-the shelf solution or a tailored program?

Our marketing measurement capability is currently fit for purpose and is able to answer our evolving business questions.

Our current capability gives an incremental measure of performance that is comparable across all marketing and commercial tactics.

Our marketing measurement program covers major markets, brands, categories & sales channels within the business and enables to opimise them individually and as a whole.

The measurement program is considered a strategic asset for the company's growth and efficiency.

The measurement program drives cross functional strategy covering not only marketing but also sales, price & promo, product development, distribution etc.

The program insights and recommendations are forward looking & actionable to improve future efficiency and effectiveness.

The measurement program helps drive not just the short term but the long-term through the marketing mix in order to build up natural demand.

The measurement program allows the optimisation of KPIs across the purchase funnel, from brand awareness through to conversion.

The measurement program enables the optimisation of the marketing mix by customer segment, allowing the business to flex strategies to improve profitability, lifetime value or other strategic customer objectives.

The program recommendations are trusted, implemented and measured to have a quantitative impact on the business, delivering a strong return on investment.

The measurement program brings relevant industry benchmarks, best practices and expertise to address new challenging topics & business environments.

Models are robust and transparent, with no black-box methods.

The measurement program can integrate different measurement approaches under a common incrementality layer and solve for granularity. (e.g. A/B testing, Walled garden Attribution etc.).

The choice of methodology is based on business question, time to value & return on investment through industrialised solutions.

The measurement program facilitates centralisation, standardization and enrichment of data, with a smooth and automated data update process.

All data collection and processing respects privacy rules and follows predefined GDPR standards.

The measurement program brings propriatory data, sources external data and has key partnerships allowing access to granular data sets.

There is access to suite of tools providing simulation & optimisation capabilities, as well as broader BI & visualisation capabilities.

The suite of tools are autonomously used for decision making with an always-on update cadence.

There is a long-term commitment to having a measurement program, with C-suite support & wide stakeholder engagement.

There is a regular cadence for decision making and the measurement capability is a core part of the process alongside other agencies & partners.

The measurement program empowers teams to make data driven decisions and aligns them behind one language for performance across the organization.

The measurement program helps break silos between teams, improves information sharing, with best practices being shared across markets, brands, divisions and agencies.

The measurement program doesn't trap decision makers to act within the bounds of historic examples, but rather promotes a culture of test & learn with dedicated budget behind.

All stakeholders understand the measurement program and are well versed in the different measurement approaches, supported by regular trainings & upskilling programs.