Scheduler 2025

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Deep Dive Workshop: Measurement That Matters: Building a Customer Journey-Based Metrics Framework

Zontee Hou  (Managing Director, Convince & Convert)

Location: Room 6E

Date: Monday, September 15

Time: 1:15 pm - 4:15 pm

Pass Type: All Access, Main Conference Plus - Get your pass now!

Audience Level: Advanced

Conference Theme: MADS Program

Session Type: Workshop

Track: Workshops

Vault Recording: TBD

Audience Level: Advanced

Go beyond basic channel metrics to uncover the insights hidden within your marketing tactics! Most marketing teams have blind spots when it comes to impact: whether it’s understanding the impact of your top-of-funnel content or how referral improves conversion rates. By understanding what data you are able to capture throughout the customer journey, what data you’re missing, and how to fill in the gaps, your team can more effectively understand the true impact of your marketing efforts.

Furthermore, this framework will allow you to develop effective testing and experiments as part of your overall marketing efforts. Ask yourself: is your team able to accurately measure the impact of your marketing throughout the customer journey? If the answer is no, then you need this workshop.

Takeaway

  • How to develop a marketing data strategy to rally your organization around
  • How to map out your marketing metrics along the customer journey
  • How to implement measurement touchpoints consistently throughout the customer journey
  • How to build a testing framework to gain insights and iterate