#7: Gaz Alushi, President, Measurement and Analytics at Whalar
Welcome to Spectrm’s new newsletter, One to One Consumer Marketing.
Every week, we interview a senior CRM or retention marketer at an enterprise consumer brand then write up a summary of the top actionable lessons you can learn from them.
In this edition, we dive into our interview with Gaz Alushi, President, Measurement and Analytics at Whalar. Here are the top takeaways from the interview.
#1. Make sure you're measuring your efforts, not just tracking them.
Marketers know that they need to track customer action. But there’s a big difference between tracking and measuring — and one gets you results, as Gaz explains.
"A lot of brands and a lot of advertisers are talking about tracking versus measurement. And we have to decouple those, right? Measurement is about holistic effectiveness to understand what worked, what didn't, how to optimize for the next time, what was the value you actually got for running the media. Tracking is more about how we are making sure we get in front of the right person at the right time, and how do we actually understand what they did at the individual level?"
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#2. Bring value to your customers by cultivating trust, authenticity, and meaningful dialogue.
Customer engagement is critical. But sending messages at them won’t do any good. Instead, focus on ways to create value for them.
"Find a way to engage communities in a meaningful way. We're moving away from this scorched earth mentality of get in front of everyone on every platform with every signal in every way we possibly can, to, how do we actually bring value to the consumer so they bring value to us?"
?? Tactical advice:
"The most fun I've had in my career in measurement and analytics is actually evaluating creative content, actually seeing what resonates with audiences seeing the surprise and delight that a brand can create by coming up with exactly the right communications plan, the right marketing strategy, the right creative ideation. What's really exciting is creativity is going to reign supreme again because it's going to have to, with the deprecation of all these signals, with the fluidity of the measurement space as it is right now."
Be creative with your marketing efforts. It’s what ultimately draws customers in. And as privacy regulations change how you engage with channels, creativity can be a key way to stand out.