Predictive analytics—the ability to accurately measure and predict marketing’s impact on the business—isn’t a capability that can be created overnight. We can’t just go out, hire the right talent, buy the right technology, and immediately begin accurately predicting the outcomes of our actions,, and declare things like, “If we increase our investment in TV and out-of-home advertising (OOH) by 12%, we can expect a 20% increase in retail foot traffic.”
Those kinds of predictive analytics are only possible after we’ve developed a certain set of capabilities—and in a certain sequence.
In this sense, marketing measurement is a journey. It’s a journey of maturity that we must progress through in roughly five stages:
Seven Signs You’re Stuck in the Awkward Stage of Marketing Measurement
