Connective3 Content Team

Measuring marketing impact

Measuring the impact of your marketing spend has never been so important. With marketing budgets being squeezed, media mixes that are more complex than ever and changing customer journeys, marketers are being faced with a landscape that demands as much insight as possible into the effectiveness of marketing spend.

At Connective3, we’ve built a measurement framework which offers marketers the insights they need to be able to make informed marketing decisions, and drive the best ROI from their spend.  

 

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Our approach

Our performance measurement framework has been developed to offer actionable insights to maximise your marketing budget. We have developed a multi-view approach to give a full view of performance by blending data from attribution, incrementality, brand health, marketing mix modelling and market insights. 

The approach is effective across the full suite of marketing activity including paid and organic, brand and performance to review and optimise activity for both the short– and long –term. 

Whilst our framework offers a robust approach, measurement is not one size fits all. Every brand has different channels, audiences, territories, conversion points, data set ups and more that makes any measurement solution completely unique to the brand and their challenges.  

London team in office

We’ve worked with some of the biggest brands

The measurement framework

Attribution

The goal: Gain a single, consolidated view of your digital performance to drive immediate platform optimisation.

Methodology: Integration of Google, Meta, and Search Console data, supported by our specialist Data Analytics team.

Frequency: Ongoing / Real-time.

Incrementality

The goal: Isolate the true uplift of specific campaigns.

Methodology: Brand and conversion lift studies, Geo incrementality testing, and our proprietary Causal Impact Analysis tool.

Frequency: Performed regularly against key activity.

Brand health

The goal: Understand how your marketing efforts translate into brand equity, awareness, and market authority.

Methodology: Analysis of third party brand studios, brand share of voice, brand mentions – services through our Strategy & Solutions team.

Frequency: Bi-annually.

Long-term modelling

The goal: Move beyond “last click” bias to identify the true multi-channel blend and predict the most profitable future channel mix.

Methodology: Powered by c3x-Impact, our in-house Marketing Mix Modelling (MMM) proprietary tool.

Frequency: Quarterly strategic reviews.

Market insights

The goal: View your data through the lens of the wider landscape to help contextualise performance.

Methodology: Platform market data, advanced planning tools and Connective3’s proprietary Traffic Share tool.

Frequency: Quarterly.

Our tech stack

Our proprietary stack of tools and tech offer a unique approach to measurement. From brand health, to incrementality, causal impact analysis and marketing mix modelling – we’ve invested heavily in the tech you need to truly measure marketing ROI.  

Resources from the team

How to get started

Each brands’ measurement requirements will be different. The above framework allows us to deliver robust bespoke adaptions for every brand we work with. We adapt the framework to align with specific goals and objectives to drive strategic growth for each brand we work with.

To find out how our measurement approach can work for you, contact us today for a free consultation. 

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