I’m usually sceptical of many of the over-blown predictions coming from the social media space, but this article by Social Media Explorer’s Nichole Kelly gets it just right when it comes to 2014 marketing measurement trends.
- Creation of company wide measurement standards
- Cross-channel measurement will be the new standard
- Multi-touch attribution will improve beyond first touch/last touch models
- Revenue creation will be the new story
In essence, what she is saying is that the 3R’s of reaching your intended audience, maximizing ad resonance and attitudinal change, and driving sales–across all platforms–are the inexorable measurement trends in 2014.