Measurement Strategy & Foundation

THE CHALLENGE

Your organisation has invested millions in measurement, hired analytics teams, and runs sophisticated campaigns.

But you still can't answer basic questions like "what's actually working?" or "should we spend more on brand or performance?"

The problem isn't lack of data or tools. It's lack of strategic alignment on what you're measuring, why it matters, and how to make it actionable.

Without measurement strategy, you get teams measuring success differently, leadership not trusting the numbers, and no consistent framework connecting campaigns to business outcomes.

Measurement becomes tactical reporting rather than strategic intelligence.

What we do

New solutions

Leadership Adoption & Governance

Get executive buy-in and create measurement governance that actually sticks.

Workshop facilitation to align C-suite on measurement philosophy

Measurement framework tied directly to business objectives

Governance structure: who decides what, based on which metrics

Enforcement mechanisms so standards become business-as-usual

Unified Measurement Framework

Implement the frameworks that connect everything else.

Brand-to-performance connection methodology

Cross-channel measurement approach everyone accepts

Success metrics cascading from business KPIs to campaign tactics

Category Entry Points (CEP) Mapping

Understand the buying situations that trigger purchase in your category.

CEP identification through customer research and behavioral data

Map creative and messaging to the moments that matter

Connect brand-building activity to sales activation

Framework for brand and performance stages tied to CEPs

What you achieve

Strategic Alignment

Leadership speaking the same measurement language, trusting decisions backed by consistent methodology

Measurement-First Culture

Campaigns designed for measurability from planning stage—governance becomes reflexive, not forced

CEP-Driven Strategy

Marketing investments tied to actual buying situations, connecting brand work to performance outcomes