Measurement Audits
Building a measurement roadmap that delivers on the promise of accountability.
What makes our measurement audits tailored and effective?
As measurement technology gets more and more sophisticated and accessible, the challenges in interpreting and actioning the data only get bigger. For example, most organizations experience conflicting information from different sources of online measurement and struggle to understand the incremental contribution of their online activities.
Our measurement audits are based on identifying and integrating metrics that work for your organization. We leverage a proprietary model called WAWA. The WAWA measurement framework is aimed at measuring the right thing based on integrating four key components:
- Web site
- Advertising
- Word of Mouth
- Audiences
We amalgamate all metrics into a tailored Brand Dashboard which allows for quick competitor benchmarking and a clear understanding of engagement, conversion and loyalty metrics. Find out more about our Brand Dashboards.
View our measurement audit work for British Airways Open Skies.
Key considerations when thinking:measurement audits
1. A robust measurement approach should aggregate data while leveraging best of breed tracking platforms for each channel including, email marketing, affiliates, display advertising, search and social media.
2. To separate customer intent from peer influence, we must move beyond direct response metrics to include engagement metrics.
3. Measurement metrics should be based on specific business objectives and the different touchpoints with prospects and customers.
Components of our measurement audits offering
1. Consumer interaction and data mapping. We begin every measurement audit by mapping your offline and online consumer touchpoints against specific key performance indicators and data sources.
2. Audit of existing online measurement platforms and practices. Leveraging our WAWA Measurement Quadrant Model we assess the technical set-up, data outputs and integration of web site, advertising, word of mouth and audience data.
3. Engagement mapping studies. We map the influence of all your online channels beyond the last click or last transaction, to ensure your online media investments are correctly allocated and optimized to generate profit.
4. Attribution modelling. We identify the most appropriate way of measuring and attributing transactions across multiple channels, focusing on a holistic approach that recognizes the sources of engagement, research and transaction.