Understanding Media Measurement and Analytics


  • Measurement and Metrics
  • Inputs vs. Outcomes

Review What’s Measured

  • Campaigns
  • Site/Traffic
  • Audience Segments

Campaign Metrics — It Depends on the Objective

  • Branding/Awareness
  • Lead Gen/Response/Activation

Defining Success — Expectations of Performance

  • What Impacts Performance
  • Attribution

Insights from Data and Analytics — Preparing for What’s Next

  • Data that Validates Assumptions
  • Analytics that Looks Ahead

Questions to Fuel the Conversation

  • Question Types: Curiosity, Clarification, Preparation

Wrap-Up and Resources