Just Global's Emilie Lee and Ritesh Patel discuss the benefits of an integrated measurement strategy with B2B Marketing
Emilie Lee and Ritesh Patel argue that siloed ways of working are holding organizations back. To get ahead of the competition, data is king. But you need to break down those siloes if you truly want to succeed.
Just Global’s Emilie Lee (EL), EVP Global Analytics & Chief of Staff, and Ritesh Patel (RP), Analytics Director, recently took part in a podcast, ‘How to adopt a joined-up measurement strategy’ with B2B Marketing’s Lucy Gilman (LG).
LG: We’ll be focusing on how to measure brand demand and ABM in unison. Traditionally we’ve treated these elements in silos when it comes to measurement. Why do you think that is and how can we overcome that mindset?
RP: The keyword is integration. Brand demand and ABM are working towards that same vision. Understanding your goals from a marketing, media and business standpoint is important. Then everything becomes easier because you’re cross-collaborating and have an understanding of the impact from the top to the middle and bottom of the funnel.
EL: One of the main reasons why these areas are treated in different silos is because of the martech capabilities. There’s no silver bullet to measure brand to demand, which includes account-based measurement, so from a measurement standpoint we have these disparate-data solutions to work with. One way to combat this challenge is through the expertise from a platform measurement, and data visualization standpoint. We’ve fine-tuned this at Just Global.
LG: What metrics should we be looking at when trying to paint a full picture of marketing activities?
EL: We have to understand what the overall goals of the campaign are first. We like to start with a holistic view and then get more granular with those leading and lagging indicators. If budget is available a brand health or awareness measurement study that can be agnostic of the campaign is helpful as it allows the qualitative and quantitative indicators to exist throughout the campaign so we’re not flying blind. It also allows the client to have the ammunition required to have conversations about what the campaign is, and what are their dollars doing from a brand perspective.
LG: Ritesh, you said you start with the client’s goals in mind. How can we make that a reality and what’s worked for you at Just Global?
RP: We like to have an open conversation with our clients, asking what the CMO’s business goals are. And how do we achieve these outcomes? Then we immerse ourselves in the business and get to really understand what we’re doing which inspires us to be creative and tell the best story.
LG: What are some of the common challenges when adopting an integrated measurement strategy and how can we overcome them?
EL: First it’s important we know who the decision maker is and they’re aligned with the overall measurement strategy. Sometimes access to the CRM data is a challenge as is lining up and abiding by the UTM parameters or naming conventions – especially if multiple agencies are involved in handling different platforms. But we can overcome them. Trust is really important, and one way to build trust with clients is to host a workshop to show that the agency has the expertise, and that the client is in good hands.
LG: Who should own measurement within an organization and where should it sit?
RP: The word ‘owned’ is a bit sketchy. These sorts of agendas are usually heavily driven by multiple stakeholders. Whether you’re a creative department, strategist, client services representative, marketer, or salesperson – we’re all working for the same outcome. So, from a measurement standpoint, it’s important everyone goes on this journey.
EL: We’ve seen it handled by various stakeholders in an organization. Analysts and marketers drive the strategy while CMOs and CFOs handle the overall goals, which marketers then need to support from a strategy standpoint, thus then falling within the measurement framework from there.
LG: Not to sound completely negative, but doesn’t collaboration and everyone working towards the same goals sound like an ideal world? I’m not sure we see so much of it in practice in the real world. Would you agree?
RP: I think you’re being too negative. We’re a team, right? Everyone’s working towards the same outcome. You just need to have a positive mindset of it’s a ‘we’ thing, rather than ‘me and you’ when you’re working towards things.
LG: Measurement is only one side of the story. You also need to know how to share your insights across the organization. What have you seen that’s worked really well at Just Global, and do you have any bits of practice to pass on?
EL: Ensuring clients look good, and they look smart to their teams internally is essential, so listening to them is critical, as are regular check-ins to find out what’s working and what’s not. Collaboration and communication are really important to make sure the measurement strategy works well for them and when we deliver these insights we need to make sure we’re thinking about the audience we’re talking to.
LG: Measurement is only one side of the story. You also need to know how to share your insights across the organization. What have you seen that’s worked really well at Just Global, and do you have any bits of practice to pass on?
RP: Take a step back and think about your goals from a marketing and business perspective. What data will tell the most meaningful story and create the most impact? And it’s all about cross-collaboration, so keep talking and engaging with each other.
EL: I agree. Listen for those objectives. Cut through the noise and if you’re starting on your measurement journey don’t be afraid to dive right in and try to be a subject matter expert. Gather all the information you can and then have your own experience and formulate your own opinion.
You can listen to the full conversation here.
To find out how an integrated measurement strategy can benefit your business, contact us now.
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