Improve outcomes by focusing on your best customers and the critical moments in their journey. Don’t wait until after you’ve run your campaign to think about measurement. Establish your measurement-focused marketing strategy before you spend that first dollar.

Focus on your true business objectives. Make sure your KPIs are in line with the real problems that you’re trying to solve. Don’t let organizational silos stop you from measuring what matters most.
Measure customers, not just transactions. Measure long-term customer value instead of pure revenue, and look at which channels bring you your best customers. You’ll develop stronger, more profitable relationships and avoid wasting money and effort on customers who cost more than they’re worth.
Attribute value across the whole customer journey. Understand what your customer journey looks like, and think holistically about your marketing. Attribute credit to various marketing touchpoints to uncover insights and opportunities that will help you invest more wisely.
Prove the incremental impact of your marketing spend. Identify vital channels and new opportunities—then experiment to prove the value of your efforts (and stop what’s not working). Make experimentation a regular part of marketing cycles: keep testing and keep improving.