Going beyond the easy answers

Measurement is more than just tracking numbers

Getting measurement right is more important than ever. Decision makers are constantly bombarded with data – often conflicting, and rarely free from interpretation. For all of us – marketeers and effectiveness professionals – understanding, interpreting, and proving what works is crucial.

But measurement is more than just tracking numbers – it’s about uncovering insights and using them to make smarter decisions. The paper Making effectiveness work takes an honest, learning-focused look at measurement, enabling us to be straightforward with our stakeholders and build trust in the work. Seeing effectiveness principles laid out so clearly, yet thoughtfully, pushes me, and hopefully you to ask better questions, explore new methods, and triangulate with existing knowledge.

Building a culture of effectiveness

To me – running an effectiveness team means going beyond the easy answers and instead finding the right ones. It’s crucial to take the time to check that our findings align with reality, not just what’s convenient. At the same time, we can’t forget the people behind the data. Building a culture of effectiveness means fostering open communication, collaboration, and a mindset of continuous learning. It’s not just about chasing metrics – it’s about making sure the whole team is working together to drive real, lasting results.

Sharing successes and best practices through papers like this, is a perfect example of how to make effectiveness work. Having set up a marketing effectiveness team from scratch, I can honestly say that if I’d had this on hand from the start, it would have made my role much easier!

Nadya Ochirova is Marketing Effectiveness Director at Sage.

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The opinions expressed here are those of the authors and were submitted in accordance with the IPA terms and conditions regarding the uploading and contribution of content to the IPA newsletters, IPA website, or other IPA media, and should not be interpreted as representing the opinion of the IPA.