The document discusses the need for a more advanced measurement strategy, termed Measurement 360, in response to shifts in consumer behavior and the digital advertising landscape accelerated by the pandemic. It emphasizes the importance of adopting privacy-compliant, multi-faceted measurement techniques, integrating first-party data, and utilizing various tools to better track marketing effectiveness across channels. The framework aims to transform how advertisers approach data collection and performance evaluation amidst increasing privacy regulations and the phase-out of third-party cookies.

1. Measurement 360
An Advanced Way to Think About Measurement Strategy

2. Seismic Shifts in the Digital Landscape
Measurement 360: Measure Consumers Where They Are
Why Measurement 360 Is More Valuable in an Ever-Changing Advertising Landscape
How To Implement Measurement 360
Conclusion
03
05
06
08
12
Measurement 360 | An Advanced Way to Think About Measurement Strategy
Contents
“An Advanced Way to Think About Measurement Strategy: Measurement 360”
is based on discussions held from February to March 2022 between Deloitte marketing
measurement leaders and leaders at Meta who have experience in marketing and media
measurement across regions, sales and marketing strategies across industries, product
marketing, partnership strategies and/or the advertising ecosystem.

3. Over the past decade, digital advertising has
become a significant conduit for brands to reach
and connect with consumers in innovative ways
at scale. This momentum continues to build,
driven by the ongoing transformation of how we
live, work, and play and the explosive growth
of e-commerce, streaming media consumption,
and virtual working environments. The pandemic
accelerated the digital purchasing trend, resulting
in monumental increases in digital commerce as
worldwide e-commerce revenue was forecasted
to have grown 19% pre-and-post COVID-19, and
this trend is predicted to continue across all
sectors in the years to come.1
These changes
brought shifting business strategies that include
Seismic Shifts in the
Digital Landscape
more direct-to-consumer offerings, virtual
demonstrations, product visualizations, and
omnichannel communications. Consumers also
shifted from socializing face-to-face to connecting
virtually, such as tuning into creators’ live video
game streams to using virtual reality to gather
as avatars in the metaverse. While the world is
emerging from the pandemic to more in-person
connection, some of these trends will remain
as consumers become accustomed to these
innovative ways to stay in touch with friends
and family.
As a result of changes in consumer behavior,
advertisers are adjusting the mix of media
3
Measurement 360 | An Advanced Way to Think About Measurement Strategy

4. channels and experimenting with platforms to
better reach and engage their target audience.
This exploration has bred uncertainty in
measuring the convergence of these wholesale
digital landscape changes. In many cases,
advertisers have to reevaluate existing
measurement strategies and quickly make
decisions and investments in new tools to ensure
they have visibility into performance across
all media channels, made possible through
data signals. However, data signal availability
is entering a new chapter given the changes in
consumers’ expectations of privacy. Historically,
many advertisers approached measurement with
the goal of a 1:1 view of consumer interactions
across each ad unit and the ability to pull levers
and optimize at a granular level. In this new
environment, many of these data signals are no
longer guaranteed.
Meanwhile, consumers are increasingly
expecting greater personalization and connected
experiences in their interactions with brands,
all while placing a high value on data privacy
and security. The increase of global privacy
regulations and restrictions the use of various
forms of data have become common place,
including the General Data Protection Regulation
(European Union), California Privacy Rights
Act (United States), and General Law for the
Protection of Personal Data (Brazil) in recent
years. Major digital platforms have been phasing
out their support of third-party signals and
are putting more control in the hands of the
consumer. These decisions have ushered in a new
era of signal loss where instead of data being
collected and shared with limited transparency,
consumers can now select whether or not
they would like to be tracked, which use cases
their data can be leveraged for, and opt out at
any given time. Signal loss, a byproduct in the
pursuit for greater consumer privacy, negatively
impacts data availability and ultimately marketing
measurement.
Stemming from extensive shifts in consumer
behavior and media strategy, as well as
increasing trust concerns in advertising
practices, brands now have a unique opportunity
to transform the way they think about
measurement strategy. Advertisers can consider
adopting a more advanced, agile framework
that better reflects these large-scale shifts in
the digital landscape and provides a holistic
understanding of campaign performance with
a lens toward future-proof and privacy-safe
methodologies. Today, marketing organizations
that demonstrate high effectiveness in their
marketing measurement approach based on
a survey conducted by Deloitte are already
investing more in marketing measurement and
including more data types in their marketing
performance measurement model.2
These
brands will likely be better prepared to innovate
and evolve in contrast to brands who are relying
on historical approaches that risk being
left behind.
4
Measurement 360 | An Advanced Way to Think About Measurement Strategy
Historically, many
advertisers approached
measurement with the goal
of a 1:1 view of consumer
interactions across each ad
unit and the ability to pull
levers and optimize at a
granular level. In this new
environment, many of
these data signals are
no longer guaranteed.

5. As the media landscape continues to change,
purchasing behaviors are becoming increasingly
complex, but advertisers still need a holistic
view of the consumer across their entire
journey. The historical measurement strategy
some advertisers still have in place may have
overemphasized a small number of measurement
tools that were once best-in-class but may not
stand the test of time as marketing needs evolve
and new metrics become available.
A well-rounded, transparent measurement
strategy can enable advertisers to better
understand the consumer’s journey and make
informed marketing decisions, especially through
measuring incrementality and being able to
monitor lift in desired outcomes through testing
and experimentation. Measurement 360 is a
framework built on these strategic goals and can
scale to incorporate the comprehensive range
of media channels in use today. It also bolsters
accuracy and transparency by calibrating the
measurement tools to the measurement need.
Measurement 360 helps advertisers utilize
multiple measurement solutions in a connected
framework to track all components of a brand’s
marketing strategy. Each measurement tool is
intentionally selected to address a specific aspect
of measurement, ultimately coming together to
inform advertisers how successful the overall
marketing strategy was toward driving marketing
goals. Leveraging different measurement tools
allows marketers to tailor which tool is used to
best synthesize data and validate results against
Measurement 360:
Measure Consumers
Where They Are
a business objective to evaluate marketing
decisions. The objective of a Measurement 360
framework is to employ the right measurement
tool for the measurement needs at hand.
For example, a brand campaign with a
Measurement 360 framework in place measures
performance through several angles. In addition
to measuring media performance through media
mix modeling (MMM), collecting first-party data
from platforms, and using website analytics to
measure traffic, conversion, and cost efficiency
metrics, other tools are in place to understand
the impact on secondary key performance
indicators (KPIs). Brand lift studies are used
to measure incrementality and gauge brand
awareness lift in a controlled setting. Social
listening gathers insights in real-time on how
users are reacting to campaigns through owned
and earned conversation to determine the
sentiment toward a brand. Mobile measurement
may give insight into app performance for the
brand on UX changes. While some of these tools
may have been separately utilized in the past,
Measurement 360 links these methodologies
under one framework to tell a more complete
story through embracing multiple methods and
views of performance.
5
Measurement 360 | An Advanced Way to Think About Measurement Strategy

6. 6
Measurement 360 uses multiple measurement methods to evaluate performance across the customer
journey in a connected framework that gives marketers the flexibility to make iterative improvements to
campaigns as well as inform long-term strategic decisions
Measurement 360 Framework
LESS
INCREMENTAL
MORE
INCREMENTAL
Modeling
Which channels, platforms, and tactics should I invest in to maximize business drivers such as sales?
Marketing mix
modeling (MMM)
Granular
MMM
Test & Learn
Which messages, creatives, and audiences are driving incremental lift?
Social Listening Digital/mobile
analytics
KPI/conversion
tracking
Trending
How is my marketing performing in the short term and how can I optimize?
Social Listening Digital/mobile
analytics
KPI/conversion
tracking
Brand trackers /
customer surveys
Measurement 360 | An Advanced Way to Think About Measurement Strategy

7. Digital Disruption Continues
Consumers made a dramatic shift to e-commerce
in response to the shutdowns of the COVID-19
pandemic, and online buying habits are expected
to continue as global retail e-commerce sales
are forecasted to grow 8% through 2024.3
In
the post-pandemic era, only some businesses
are coming back, and some are there to stay in
the new normal. Some advertisers are focusing
on areas within the sales funnel that are new to
their company, requiring them to rethink their
measurement approach now and into the future
as they have a more full-funnel strategy. With
some traditional brand advertisers seeking to
engage more directly with customers, and some
performance marketers pivoting to generate
brand awareness and increase reach, the need
for multiple tools and a holistic measurement
framework to remain agile and efficient will likely
be here to stay. More importantly, the silos that
have remained in marketing organizations for too
long need to be broken down, and “effectiveness”
needs to be driven in a language that marketers
from all backgrounds can understand.
Signal Loss Is Prompting New Strategies
Many digital advertisers have relied on third-
party cookies to identify and track prospects and
customers across the Internet. Now that many of
Why Measurement
360 Is More Valuable in
an Ever-Changing
Advertising Landscape
7
Measurement 360 | An Advanced Way to Think About Measurement Strategy
those cookies are being phased out, advertisers
will need to seek alternative sources of data and
new marketing practices to replace obsolete
audience segmentation and targeting tactics.
Data privacy and security will remain key concerns
in marketing as digital transformation continues.
Other innovations that protect consumer privacy
are likely to emerge. It’s an opportunity for the
digital advertising industry to have a digital
transformation moment of its own and put
safeguards in place to protect consumer data and
comply with desires for privacy. Maintaining a

8. Measurement 360 framework can foster privacy-
related conversations between advertisers and
measurement partners. During the process of
selecting the right tools to measure marketing
performance of media channels, marketing
objectives, and other key factors, advertisers
should evaluate the ability of partners to adapt
their solutions to signal loss and other related
privacy regulations. Adjusting measurement
strategiees to meet privacy standards is a process
all advertisers are expected to undergo, and
Measurement 360 is one facet of that process.
Fragmentation In Measurement Persists
Advertisers have long struggled with
fragmentation as each channel or media partner
offered its own measurement solution, making
an apples-to-apples comparison practically
impossible. Over 25% of surveyed brands with a
highly effective marketing measurement strategy
are already struggling with including social media,
affiliate marketing, and influencer marketing in
8
25
their marketing attribution despite how popular
these channels are in reaching consumers in this
era of digital disruption.4
Without an overarching
framework to translate into a comprehensive
story of performance, advertisers can be left at
a disadvantage, spending more time examining
the individual discrepancies than they are arriving
at actionable decision making. As the digital
landscape continues to evolve and new tools enter
the market, this fragmentation in measurement
will likely continue.
Measurement 360 | An Advanced Way to Think About Measurement Strategy
of surveyed brands with a highly
effective marketing measurement
strategy are already struggling
with including the following in their
marketing attribution
• social media
• affiliate marketing
• influencer marketing
%
OVER

9. How To Implement
Measurement 360
1. Define objectives to gain alignment.
2. Review your current measurement
framework.
3. Build more advanced analytics
through collecting first-party data.
4. Experiment with different
measurement methodologies.
5. Embrace a holistic test-and-learn
approach to incorporate all new and
existing marketing strategies.
6. Calibrate continuously with
Measurement 360.
9
Measurement 360 | An Advanced Way to Think About Measurement Strategy

10. Ready to bring Measurement 360 to life in your organization? Here are several steps to help you gain
greater insight into marketing performance in an agile, future-proof, privacy-safe way.
How To Implement
Measurement 360
Foundational to Measurement 360 is determining
what to measure based on the importance to driv-
ing business objectives. All marketing initiatives
need to be essential pieces of the puzzle driving
these overarching business objectives. Otherwise,
they should be de-prioritized. Using Measurement
360, advertisers must start by first defining the
objectives and purpose of each marketing task
through objectives and key results (OKRs) and
KPIs and reflect the overall program goals before
any marketing activity takes place. It is also just
as important to consider the consumer journey
phase of each marketing activity as objectives will
need to change based on the audience journey. A
great example is defining the OKR of getting prior
customers who have not made a purchase in the
past 90 days to buy now vs. the overall KPI of cost
per acquisition (CPA) across all customers. The
first step in adopting Measurement 360 within an
organization is to align with relevant teams and
leadership what the OKRs and KPIs are at each
phase of the consumer journey with the under-
standing that these may shift over time. Advertis-
ers who can consistently answer questions related
to marketing performance by tracking OKRs and
KPIs can instill a sense of trust in and understand-
ing of measurement by other teams and leader-
ship, supporting the long-term success of
Measurement 360.
10
2. Review your current
measurement framework.
Compare KPIs and metrics against your marketing
strategy and assess whether the overarching
marketing goals are properly tracked across
marketing channels by the measurement tools
in place. Understanding where measurement
gaps exist today will help shape future decisions
about which tools to test and integrate into your
Measurement 360 framework. Suppose there are
significant gaps between KPIs being tracked and
the marketing needs of the organization. In that
case, an advertiser should determine whether a
new measurement tool should be tested or if an
existing tool can be harnessed to fill the gap.
After taking inventory of the KPIs and
measurement tools critical for tracking the
success of your marketing strategy, incorporate
them into your overarching Measurement 360
framework. As new tools are being integrated, the
measurement framework should be updated to
help ensure alignment across the organization of
what defines success and maximizes ROI.
1. Define objectives
to gain alignment.
Measurement 360 | An Advanced Way to Think About Measurement Strategy

11. 3. Build more advanced
analytics through
collecting first-
party data.
4. Experiment with
different measurement
methodologies.
To future-proof strategy, advertisers who
previously relied more on third-party data must
lean into first-party data wherever possible and
design new strategies and systems that enable
privacy by design. This will require breaking
down silos within organizations, such as tighter
integration between IT and Marketing, to
connect data collection to measurement and
campaign activation. Advertisers can capture
insights about their audiences and performance
by collecting more first-party data, including
the brand’s paid media performance data, and
synthesizing it with second-party and third-party
data. These data sources are critical for advanced
measurement and media attribution solutions in
the Measurement 360 framework.
One way to gain more first-party customer data is
by working with media partners to create a value
proposition and offer users something in return
for their information. Growing first-party data
for customer relationship management (CRM)
purposes can provide an ongoing opportunity to
interact with consumers, such as through e-mail
and SMS, and replace targeting based on third-
party signals. As these newer means of reaching
consumers are adopted, the Measurement 360
framework should incorporate these channels to
ensure the content and messaging deliver results.
When it comes to finding a measurement solution
that works, there’s no one-size-fits-all. As a part of
the need for ongoing education amid digital accel-
eration and advertising ecosystem changes and in
adopting a Measurement 360 framework, adver-
tisers should be willing to explore and consider all
methodologies to identify the ones that best fit
their organization’s needs. During this exploration
phase, advertisers will also need to do their due
diligence to understand what capabilities these
solutions and partners offer to address changes in
the digital landscape and signal loss. They should
also provide transparency into the modeling
methodology so that advertisers can better un-
derstand how these tools can be used long-term
and complement one another in the Measurement
360 framework.
One example of how advertisers can experiment
with measurement methodologies while keeping
in mind signal loss as a consideration is leaning
into both MMM and granular MMM to replace
more signal-based measurement methodologies.
Highly effective marketers are already demon-
strating this trend as 31% of those surveyed are
more likely to rely on MMM than MTA alone.5
Advertisers who have not already adopted MMM
have more opportunities to do so more nimbly
than in the past through open-source options. An
example of a solution currently in beta version
that advertisers can consider incorporating into
their Measurement 360 framework is Robyn, an
automated MMM option from Meta.
Advertisers should begin to move away from mea-
surement attribution reliant on third-party data
and instead consider incorporating granular MMM
into their Measurement 360 approach. Granular
Measurement 360 | An Advanced Way to Think About Measurement Strategy

12. MMM harnesses the power of artificial intelligence
and machine learning with first-party data in a
time series econometric model rather than lean-
ing on third-party data for attribution modeling.
Granular MMM can shed light on performance at
a campaign and partner level without the privacy
implications multi-touch attribution (MTA) may
struggle with, and granular MMM can achieve
this at a faster rate than MMM alone can provide.
Although still valuable in the changing advertis-
ing landscape, MMM focuses on understanding
channel effectiveness but does not dive deep
into why specific channels perform a certain way.
MMM benefits from the more detailed and pre-
dictive views that granular MMM can supplement
for brands. Lastly, granular MMM can go beyond
past measurement methodologies with granular
scenario planning and predictive capabilities in a
privacy-safe and agile environment. Best-in-class
advertisers employ granular MMM models that
refresh every 30-45 days and embrace this new,
privacy-compliant view into measurement.
During the experimental phase in reviewing
whether partners meet marketing measurement
needs, advertisers should ask partners what
steps they are taking to meet privacy standards,
how compliance is maintained over time, and
how advertisers are alerted when privacy con-
cerns, such as data breaches, arise. For advertis-
ers keen on further prioritizing privacy in their
measurement framework, privacy enhancing
technologies (PETs) are another avenue to consid-
er as these lessen the reliance on data collection
and still offer next-gen measurement and per-
sonalization capabilities.
Advertisers can gain a competitive advantage by
testing new measurement capabilities and beta
tests with partners, infusing machine learning and
artificial intelligence into reporting, and adding to
their repository of best practices. To better pre-
pare for the changes in the landscape, over 80%
of advertisers surveyed are planning to invest in
an identity spine to better understand first-party
data, share data with partners for more accurate
measurement, invest in intelligent data lakes or a
customer data platform to centralize marketing
data, or invest in data sharing clean rooms by
2023.6
Exploring these emerging capabilities may
not provide an immediate benefit, but the quick-
er an advertiser understands how they increase
efficiencies, the sooner they can see a return on
investment. Meanwhile, competitors may remain
in the nascent experimentation phase.
5. Embrace a holistic
test-and-learn approach
to incorporate all new
and existing marketing
strategies.
Measurement 360 | An Advanced Way to Think About Measurement Strategy
of advertisers
surveyed are planning
to complete at least one
of the following by 2023
• invest in an identity spine to better
understand first-party data
• share data with partners for more
accurate measurement,
• invest in intelligent data lakes or a
customer data platform to centralize
marketing data
• invest in data sharing clean rooms
A test-and-learn strategy enables advertisers to
validate best practices presented by publishers
and other partners and gain insight into
incrementality. Advertisers from all stages of
measurement maturity see the value in testing
and determining incremental lift and do so
across a range of methodologies. Advertisers

13. 13
6. Calibrate continuously
with Measurement 360
Understanding how to take multiple data sourc-
es and to synthesize them into an overall view
of performance, though challenging, is critical
to marketing success and fundamental to Mea-
surement 360. A real-world example of this need
is measuring incrementality and participating in
a brand lift study with one partner to get deep
learnings on the audience paired with a long-
term brand health study to calibrate learnings
across one another. Once in place, advertisers
can calibrate on an ongoing basis using different
measurement types to explain one another—and
identify situations when they differ—resulting
in a more accurate holistic view. That insight can
lead to better decisions and much more efficient
and effective marketing campaigns.
can operationalize this strategy by setting aside
an experimentation budget, then quickly leaning
into holistic test-and-learn and experimenting
with media and creative variations. An example
of a test advertiser can explore is a “lights off”
approach where an advertiser pauses spend with
a platform for a period of time to understand the
extent of the platform’s efficacy. Determining
the winner of any test conducted is based on a
KPI from the overall measurement framework,
ensuring consistency in what is considered
successful in marketing. Experimentation helps
uncover what works best for the organization and
helps continuously refine the marketing strategy
to drive profitability, especially as companies are
moving into a full-funnel marketing approach and
using certain channels for the first time.
Measurement 360 | An Advanced Way to Think About Measurement Strategy

14. Embracing Change Through Measurement 360
Change is a constant—and it’s a challenge
advertisers must anticipate in today’s world.
Consumers are relying on new digital avenues
for commerce and leisure while expecting
more personalization and privacy. Meanwhile,
business strategies are shifting, media channels
and marketing partners are evolving, and
advertisers should adapt their measurement
strategies to respond.
A Measurement 360 framework answers that
need, offering a holistic view of the customer
journey with built-in flexibility and transparency.
By incorporating various proven tools,
platforms, and methodologies, advertisers
can assess performance from every angle and
assemble a more accurate composite. They
can develop an approach that effectively tracks
the success of the overall marketing strategy
against established OKRs and KPIs. By applying
advanced analytics, brands can gather insights
from multiple data sources and make better-
informed marketing decisions that optimize
business outcomes.
Conclusion
Adopting a Measurement 360 framework
prepares advertisers for the changing landscape
and future-proofs their approach to measuring
performance. It’s a holistic approach that
enables the use of best-in-class measurement
tools and methodologies for a given
measurement need.
14
This publication contains general information only and Deloitte is not, by means of this publication, rendering accounting, business, financial, investment, legal, tax,
or other professional advice or services. This publication is not a substitute for such professional advice or services, nor should it be used as a basis for any decision or
action that may affect your business. Before making any decision or taking any action that may affect your business, you should consult a qualified professional advisor.
Deloitte shall not be responsible for any loss sustained by any person who relies on this publication.
About Deloitte
Deloitte refers to one or more of Deloitte Touche Tohmatsu Limited (“DTTL”), its global network of member firms, and their related entities(collectively, the “Deloitte
organization”). DTTL (also referred to as “Deloitte Global”) and each of its member firms and related entities are legally separate and independent entities, which cannot
obligate or bind each other in respect of third parties. DTTL and each DTTL member firm and related entity is liable only for its own acts and omissions, and not those of
each other. DTTL does not provide services to clients. Please see www.deloitte.com/aboutto learn more.
Copyright © 2022 Deloitte Development LLC. All rights reserved.
Measurement 360 | An Advanced Way to Think About Measurement Strategy

15. 1. “Impact of COVID Pandemic on eCommerce” by International Trade Administration, Oct 2021.
2. “Marketing measurement in a world of change” by Deloitte Digital (Quest Mindshare-fielded survey of 800 respondents who
are 25-75 years of age in the United States and work at a B2C company or advertising agency with 1,000 or more employees
and self-identified as senior manager level or above), March 25–April 25, 2022.
3. “eCommerce Sales & Size Forecast” by International Trade Administration, Oct 2021.
4. “Marketing measurement in a world of change” by Deloitte Digital.
5. “Marketing measurement in a world of change” by Deloitte Digital.
6. “Marketing measurement in a world of change” by Deloitte Digital.
Endnotes