August 23, 2023

The “Media Outcome Measurement Platform” Understanding the Real Value of Your Media Buys



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All about

What is Measured?

Measured calls themselves a “Media Outcome Measurement Platform”. They help you to understand the true value of your media buys through a series of tests and data analytics.

The problem is that the multi-touch attribution modeling system is now broken, simply because we don’t see the user journey due to things like “cookiepocolypse” and many other link breaks throughout tracking that journey. That is where Measured comes in. They use tests across the channels and stages of the funnel to understand the incrementality - the true contribution in results based on the change in inputs.

For example, when a marketer runs an ad on Facebook, Facebook takes credit for 100% of the conversions that ad was in the path of (last-touch attribution). These results can be misleading because they include conversions that still would have happened without being exposed to the ad. It is the additional (or incremental) conversions, beyond those that would have converted anyway, that represent the real contribution or impact of the ad. That’s incrementality – the conversions that were truly caused by the ad placement. 

After getting setup with Measured, you’ll get a suite of out of the box reports like cross-channel overview, lifetime value, etc. Then they will create and run elaborate tests to understand the incrementality of your ad spend across channels. 

In just a few minutes you can build and flight (push to market) multiple tests in order to derive the incrementality of each channel. The Measured team will build and flight these tests themselves, and the result will be the calculated incrementality scores you see on your dashboard.

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What makes Measured different than competitors?

Measured really does a lot for your brand. This is not a generic reporting tool or full-fledged business intelligence tool. If you’re looking for something that just helps you with generic business metrics, check out our category: Business Intelligence.

Measured is about calculating your true revenue value per each ad channel, and then putting your next ad dollars into the channels that are truly performing, pulling back from the ones that are negative net profit, or too high in Cost Per Order (CPO).

Also, because Measured is creating a data warehouse for you, they serve this additional value for organizing and compiling your data and piping it over to your data warehouse, for cleaner data and a true “single source of truth” when it comes to your advertising data. This typically is not the main reason for going with Measured, but is a very nice value add.

What metrics is Measured going to improve for my Ecommerce store?

Measured is going to give you the information you need to better spend your next advertising dollar, thus reducing cost per acquisition, getting you more customers cost effectively, and helping you to allocate your media budget by channel.

Ultimately, Measured judges themselves based on the improved efficiency of your advertising dollars, and Return on Ad Spend (ROAS). It could also be the lowering of your CPA (Cost Per Acquisition).

Who has to manage Measured and how long does it take to setup?

Typically it is going to be the CMO (Chief Marketing Officer), head of marketing, head of analytics, or someone within the media buying team that is going to be advocating for the company to bring in Measured. This is because you really have to be bought into and close to the problem: Not knowing the true impact of your marketing/advertising spend.

There are typically two types of brands that come to Measured, the Co-founder or CEO who is really starting to scale and worrying “what is my true CPA on this channel and that channel.” And the second is the media buyer or their boss (head of marketing, VP, CMO) who has been burned by other multi-touch attribution tools, and really struggling to guarantee to their boss that “if you increase spend over here, it will increase orders over there”.

One of your first steps to getting started with Measured is really getting the team onboard and behind solving this problem.

The CFO and media team are going to love this tool because it really helps with understanding and lowering CAC (Cost of Acquiring a Customer).

They always work directly with each of their brands, there is no agency white-labeling (there is an agency partner and referral program).

It can take a few months to really get this tool ROI’ing for you. Typically it takes a couple of weeks to get their system in place - getting all the data in, tracking on all the pixels, and the complete build-out of your MDW - Marketing Data Warehouse.

The more channels you have, or the more ways you sell (retail, international, wholesale), the longer it can take to get set up (Measured has over 300+ integrations). They may also decide to roll out different geographies at later times to focus on core conversion points, get you results, and then expand.

Is Measured right for my store?

Measured is for large to enterprise cross-channel advertising spenders, spending at least $1.5mm on media annually across at least 3 channels. You could be DTC, retail, or both, that doesn’t matter. It also doesn’t matter if you have agencies running your media buying or not - all that changes is who you are passing the information to, to make changes to campaigns and spend based on Measured’s insights.

If you are a higher Average Order Value type store (I’m thinking Mattresses or jewelry), you need to be doing even more in ad spend - they are going to run tests and need a certain volume of conversions in order to understand and calculate incrementality, so naturally the fewer conversions you have, the longer it takes to complete these tests.

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