Measurement: Untangling the Knot
The Media Roundtable is back! This week we’re bringing you another favorite CAO Summit session, all about Measurement. Giles Martin (EVP of Strategy & Insights, Oxford Road) takes the stage with:
🌟 Margaux Natiello, (Senior Manager, Partnerships, AG1)
🌟 Brittany Clevenger, (Senior Director of Growth Marketing, BetterHelp)
🌟 Rion Swartz, (VP, Brand Marketing, formerly with Constant Contact, Shutterstock, LegalZoom)
🌟 Sidney Stephens, (Senior Marketing Manager, Offline, Tommy John)
to share their best practices on measurement.
The team is talking: Your Best Option, Triangulation, Constant Improvement, and more. Let’s jump in.
“I am trying constantly to look for any indication that something is working.”
Brittany Clevenger, (Senior Director of Growth Marketing, BetterHelp)
Find your Best Fit 💯 - There’s not a single best approach that works for everyone, but there might still be a ‘best fit’ for you. If you have a robust pre-checkout survey like BetterHelp, slipping in a HDYHAU question works wonders. Plus, consider your offer. A tip from Margaux: if you switch up your offer frequently you’re better off with mass-generated promo codes and pixels than manually updating landing pages.
Triangulation 📡 - Springboarding off the ‘no-best option,’ our CAOs don’t rely on a single source of truth either. They integrate at least three approaches together! When they all line up directionally, you gain confidence that you’re seeing things more clearly. When they don’t line up, you know you have some extra analysis to tackle.
Never Stop 😤 - Most CAOs would agree: Whatever Brittany and BetterHelp are doing is clearly working. They’re continuously evolving their measurement program – they just started using pixels this year. Measurement doesn’t have a one time solution. It’s a constant journey of improvement. The closer you get to the truth, the more you can scale with confidence.
For more measurement insights from our all-star CAOs, tune into the full episode below.