Tips on how measure your data driven strategy

  1. Measure the key impacts on the key customer metrics first – then consider the other impacts the communication may have had
  2. Consider different angles so that you can optimise – how engaging, what content drives engagement & conversion, what channel performs best and what is the overall ROI
  3. Don’t measure each campaign in isolation – we need to consider the overall impact of our efforts and individual campaigns in the context of this
  4. Ensure you have robust control groups – it’s a waste if you can’t draw any conclusions from results
  5. Set the next iteration of hypothesis – and start testing again!