We’ve all gone through a lot of changes in the last 18 or so months. People are questioning key tenets of life — their schooling, how and where they work, what they spend their free time doing, where they live and more. Questions have also emerged from a business perspective, as brands change alongside consumers. Brands are asking what’s working and what isn’t, what matters most to their customers, and what is important to their employees.
To paraphrase successful inventor, businessman, physicist and perhaps one of the world’s greatest ever problem solvers, Lord Kelvin: “if you cannot measure it, you cannot improve it.” So how can measurement help provide answers to the questions above for brands? I see three key measurement centric themes emerging that will move martech forward in 2022.
