Measuring Experimental Marketing

Measuring Experimental Marketing

How should a brand or service measure the results of experimental marketing? This is becoming a more important question since cord cutting and ad blockers continue to make it harder for companies to get their messages out to consumers through more traditional marketing. According to this article in Adweek, the answer is the speed at which consumers become engaged with brands and services and their level of engagement. With more marketing money being transferred to experimental marketing, management needs accountability for the investment.