"You know that moment when leadership asks, "How much are we spending on social video?" You pause - not because you don't know your campaigns, but because answering means: Pulling multiple reports. Reconciling mismatched labels. Piecing together data from different teams to get to a single number. That's not just a reporting headache. It's a sign your measurement isn't speaking the same language across teams and platforms."
"Standards create a shared foundation, while customization makes measurement fit your business. You need both. But when they don't align, you don't just get messy reports - you: Lose the ability to benchmark across your business and industry research. Undermine the accuracy of measurement models, with errors compounding over time. Make budget calls based on incomplete or misleading data. When customization creates chaos Your internal taxonomy might work fine for one team - until campaigns cross platforms, departments or agency partners."
Measurement of social video spend breaks down when teams and platforms use inconsistent taxonomies, forcing manual reconciliation of reports and labels. Standards provide a common foundation while customization adapts measurement to business needs; both are necessary but must align. Misalignment scatters spend across categories, shifts definitions across platforms, increases analyst hours spent stitching reports, and produces unreliable metrics that prevent benchmarking. Consequences include weakened measurement models, compounded errors over time, and budget decisions based on incomplete or misleading data. Campaign naming and ownership differences amplify fragmentation when attempts are made to roll up spend into a unified view.
Read at MarTech
Unable to calculate read time
Collection
[
|
...
]