Meta Releases New “Measurement 360” Guide to Help with Marketing Optimization

As the marketing landscape undergoes major changes in 2022 – including increased restrictions on data, the shift from traditional social media to more entertainment-focused media, the economic downturn, the rise of e-commerce, and more. – many companies have been forced to reassess their marketing expenditure and reconsider the fundamentals of their promotional approach.

That’s where this new Meta guide comes in. Together with Deloitte, Meta has established a new “Measurement 360” framework, which offers a new way of thinking about measuring campaigns, in line with these new trends.

As Meta explains:

Measurement 360 is a measurement framework that helps advertisers use multiple leading measurement solutions in tandem to track all components of a marketing strategy. Each tool is intentionally selected to meet a specific need, providing both flexibility and transparency. With Measurement 360, marketers can get a holistic view of the customer journey in an agile and privacy-safe way and determine if (and how) their strategies are actually working.

The full framework is outlined in a 15-page guide, which you can download here, but in this article we’ll look at the key points of the approach.

Essentially, the Measurement 360 framework integrates analytics tools to provide a better overview of the full scope of your marketing plan, to identify and iterate on successes.

This, in itself, is not revolutionary. It’s 2022 – if you’re not using the various measurement and analytics options available to you, you’re definitely missing out, and have been for some time.

But where this new approach takes shape is in the details, with a comprehensive overview outlining the key elements of measurement changes and experimentation.

Meta Measurement 360

With, really, this being the key note:

For a future-proof strategy, advertisers who previously relied more on third-party data should rely on first-party data whenever possible and design new strategies and systems that enable privacy from the start. 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.

Apple’s ATT update has limited the amount of audience data available, and if you aren’t already, now is the time to start investigating other data collection and tracking models, so to ensure optimal marketing performance in the future.

The guide provides some tips on this, as well as helpful pointers on each specific element, which might get you thinking about how to create a more adaptive and flexible advertising and campaign process, based on data flows and systems. evolved – instead of relying on third-party targeting.

Really, that’s the key point. Changes in tracking and data collection mean brands need to take more responsibility for their own processes and take more ownership of each element – ​​or at least develop a better understanding of them, in order to optimize their systems. .

Much of this work could shift to platforms over time, but as systems change, it’s important for marketers to understand the implications and what it means for their process.

This guide provides some valuable notes on this.

You can download the complete “Measurement 360” guide here.

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