"The easy button doesn't exist. Tools matter, but they're only about 25% of the solution. The other 75% is expertise, knowing how to apply the right tools to your unique business context. In other words, the difference between good and great measurement is a lot less about the technology you use and a lot more about the framework that guides how you use it."
"At M-Squared, we tackled this challenge by developing what we call the Marketing Accounting Framework (MAF). Think of it as GAAP accounting for marketing. MAF standardizes how we report marketing's causal impact on the business in a way that both CMOs and CFOs can understand and trust. It creates a shared language between marketing and finance that's grounded in business outcomes instead of ambiguous marketing metrics."
The easy button for marketing measurement does not exist; tools provide only about 25% of the answer while expertise provides the remaining 75%. Every brand needs a measurement framework before pursuing advanced modeling, one that balances standardization with flexibility for unique businesses. The Marketing Accounting Framework (MAF) standardizes reporting of marketing's causal impact in financial terms that CMOs and CFOs can trust. Measurement should focus on causality rather than certainty, acknowledging model limitations and human complexity. Communicating incremental business outcomes and investing in governance, mixed methods, and domain expertise earns marketing a seat at the financial table.
Read at AdExchanger
Unable to calculate read time
Collection
[
|
...
]