Build your data and measurement framework in phases All advertisers should be empowered to understand the value of their data and their marketing spend, so that they can confidently build more successful marketing strategies. However, change doesn’t happen overnight and measurement progress should happen in stages. Beyond priorities, choosing a measurement framework also depends on the degree of resources, mind-set and expertise. At Facebook, the following are the typical stages of measurement framework development and implementation:
Stage
Stage
Stage
Set-up a strong foundation
Tailor and scale campaigns
Take a bespoke approach
Organisations at this early stage should consider focusing on the basics. This means getting comfortable testing different ad formats, creative executions and bidding strategies to learn what works well – and what doesn’t. Take those learnings and act on them agilely, with confidence.
At a more advanced stage, travel marketers should focus on building templated measurement frameworks that are proven to work. Additionally, continue testing and refining to drive incremental gains.
This level entails significant investment and close collaboration between Facebook and your marketing team. It includes working closely with Facebook to improve measurement capabilities and trial of advanced measurement approaches.
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14 - Measure What Matters: Travel marketing playbook
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