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 01

Set-up a strong foundation

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. Stage 02

Tailor and scale campaigns

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. Stage 03

Take a bespoke approach

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.

Let’s look at how a hotel brand can embark on a data-driven marketing strategy

For a hotel brand looking to start their data-driven marketing journey from scratch, we recommend doing it in phases. Begin with integrating Pixel, SDK, CRM for accurate measurement, then start experimenting with Split Tests and Conversion Lifts before eventually moving to the more advanced stage of conducting multi-cell lifts to determine if Facebook’s full funnel products drive bookings directly.

Example learning agenda for typical hotel chain - based on priorities