Can you achieve the business outcomes without the right measurement?

You can’t achieve the business outcomes without the right measurement.

Today market is number  market. If you can’t measure it, you can’t do it. So, some years back, when people started talking about organizing their brand around the customer, I thought, “Yeah, but what does that 

actually look like?” Fast forward to today: We’ve turned that jargon into a reality.

Below are the questions put on the path to better measurement:

A Better Strategy for Measurement

Is your company set up to give you an aggregate view of the customer journey? If your answer is the latter, I can guarantee you’re getting a ripped understanding of your customer, and you’re not set up to measure for growth.
At the top level of your company, your business goals are to attract new customers _ engage them for long term relationships and delighting strategies ensure customers are happy, satisfied, and supported long after they make a purchase. Rather than individual channel teams, now you have two marketing teams — a customer acquisition team and a customer retention team.
Acquisition is about profitably investing for the future. For us, that means having a curated point of view on what’s next and how we can reach a new generation of customers. Retention is all about growing the lifetime value of current customers by increasing trips and spend.

Measurement Signals to Lead the Way

The state of marketing today is too complex to rely on one, single measurement solution. That’s why the path to a better measurement strategy involves multiple solutions and customer signals. This gives you an aggregate view of the customer and helps you better understand the effect of incremental marketing.
We fell into a trap many brands do by measuring marketing effectiveness solely through last-click return on ad spend. That skews investment to existing high-spend customers and sometimes even our own employees.But these signals don’t provide the prescriptive answer of how exactly to move forward.
This is where the expertise of your team comes in. They can use their judgement to determine what actions to take to drive growth based on the business outcomes you’ve all agreed to pursue. Judgment becomes even more important when we consider the shifting landscape around things such as cookies and their impact on our ability to collect a complete picture of marketing activity.With potentially tens of millions of customers and prospective customers, it’s important to know what really drives customer lifetime value beyond the obvious trips and spend. 
Perhaps it’s introducing the customer to a new category or new brand or encouraging the customer to try a Buy Online-Pickup in Store feature, engage with a stylist, enroll in a loyalty club or even download your app. Being able to assess the value of each of these potential actions will help drive not just your marketing campaigns but also how much you’re willing to pay for any one of those actions.
By reorganizing around the customer, we have moved from a mindset of last-click return on ad spend to one of incremental marketing. As a result, we’ve bent the curve on our marketing model. Expenses are now in line with sales, efficiency has increased, and our rate of acquisition has gone up.

 Source: 
https://www.thinkwithgoogle.com/