Measurement is a fundamental aspect of successful marketing campaigns. It involves quantifying key performance indicators like sales, leads, and revenue to track the performance of campaigns and understand the customer journey across different channels and devices. There are three key principles of good measurement: choosing the right KPIs, understanding the customer journey, and measuring KPIs for users along their journey. Marketing statistics provide insights to optimize campaigns and determine their success in meeting business objectives. Measurement research is important for improving products and services by understanding customer preferences and creating efficient marketing plans tailored to different channels.

1. Measurement in Marketing Research
Karla Janeth Zapata Vera
31/03/23
Measurement is ‘values made meaningful by quantifying into specific units. Marketing statistics
measure the success of marketing campaigns and show how campaigns perform in terms of key
performance indicators (KPI). They are one of the most important elements of any campaign and
without these statistics the marketing teams would not have a clear idea about whether their marketing
strategy works or not.
Measurement of data is fundamental to any successful marketing campaign, as today’s customer
journey is highly fragmented across channels and devices. With proper measurement, marketers can
track each touchpoint in a user's journey even if that person uses multiple devices and interacts with
various channels. Understanding this relationship is more important than ever in today’s digital world.
Measurement can be defined as the assignment of a number to an action or event, which can be
compared with other actions or events. For example, most often these will apply to KPIs or events of
value. These can include sales, leads, revenue, or any other action the end user may take. Three
key principles of good measurement are:
1. Choosing the right KPIs
2. Understanding the customer journey
3. Measure the correct KPI for users along the customer journey.
Marketing statistics are of vital importance because they help brands determine if campaigns are
successful and provide insights to adjust future campaigns accordingly. They help marketers
understand how their campaigns perform in terms of business objectives and inform decisions to
optimize their campaigns and marketing channels.
From my perspective, measurement in market research is a fundamental aspect for improvements in
products or services, because that is how we could be closer to consumers, getting to know them,
knowing what they like and what they don't. Consequently, we will know which improvements to
implement and, respectively, an increase in sales and greater satisfaction for the final consumer.
There are many forms of measurement research, but one of the most important is analysis by
different channel devices, as we know in this current year, we all look for the information by internet
and we use different ways to get it, trough the different social media and many devices. In that way
we are going to know costumer’s preferences and create an efficient marketing plan. Conclusion:
In this globalized world, technology can be a tool in our favor to develop strategies and new products,
knowing what people currently want. The measurement in marketing research helps marketers to take
right decisions and to improve strategies of successful marketing, and it also allows to define
objectives, create communication and to stablish actions that we must apply for success.
It also works to:
1. Identify our target audience: that gives us information about attitudes toward everything from
packaging and advertising to brand awareness.
2. Make correct decisions based on data: serious research can confirm or deny the validity of
an anticipated strategic action.
3. Identify competition: Identifying their strengths and weaknesses and anticipating will help us
distinguish yourself in the market.
4. Market creation.
What are marke*ng metrics and why are they
important?
December 16). Amazon
(2022,
Ads.
h"ps://adver,sing.amazon.com/blog/marke,ng-
metrics
Importance of
measurement
Support, L. (n.d.). .
iProspect. https://www.iprospect.com/en/global/news-

2. and
insights/news/importance-of-
measurement/
Measurement in Marke*ng
Research
. (2009, November 30).
Edward Elgar
Publishing.
h"ps://www.
e
elgar.com/shop/usd/measurement-in-marke,ng-
research
9781848441651.ht
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