Introduction
- 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