Are you shopping for a media measurement vendor? Just as the marketing landscape has significantly changed in recent years, driven primarily by changes to user-level tracking, so should your requirements for a measurement and optimization partner.
Rules and regulations such as the GDPR and CCPA have made user-based measurement more challenging, and various browsers are slowly phasing out third-party cookies. Apple iOS 14.5 signaled the end of attribution-based measurement by allowing users to opt out of tracking, and, as announced very recently, Google is soon following suit.
As a result, modern marketers in the privacy era must have elevated requirements when seeking a top-tier measurement partner. You need to be sure your partner is a neutral, data-driven vendor that can provide unparalleled visibility into your media budget and its impact on sales.
The Measurement Vendor Shopping List for the Privacy Era
The wrong vendor - or methodology - could lead to further confusion and a lack of confidence in your decision-making abilities. You ideally want to find a holistic approach that combines causal measurement (incrementality testing) with correlation-based measurement (media mix modeling).
So how do you decide if your measurement partner can effectively help you allocate your media budget against the true cause-and-effect relationship between your spend and sales? Find out in our detailed shopping list.
Our shopping list breaks down the necessary categories to expect from an exceptional attribution vendor. This list breaks down the measurement capabilities, time to value and ease of use, tools and automation, expertise and support, and type of data infrastructure you should look for to gauge if a vendor will help you build internal alignment in your business.