Measurefest October 2026

Ditch the GPS for a compass! How directional data trumps measurement perfection.

Transcript

1. Ditch the GPS for a compass! Why directional data trumps measurement perfection. Neil Barnes Friday Media Group
2. Measurement is complicated!
3. The 80% measurement tax.
4. Less analysis. Less insight. Less storytelling.
5. Which is slowing business growth.
6. Perfectly connected measurement is out of reach for many businesses.
7. We’ve been making decisions for years using data with imperfections.
8. Good enough data provides sufficient direction to make decisions.
9. Spend less time building the perfect measurement GPS!
10. Consolidate siloed data.
11. Ditching the measurement GPS for the compass has three advantages.
12. Balance connection vs analysis & action.
13. Enable quicker analysis & insights.
14. Data that delivers impact & growth.
15. Case Study: Brand Health Scorecard.
16. “Measure the health of our niche classified websites beyond solely commercial indicators.”
17. “Create a single point of truth for brand health that is transparent across the business.”
18. “That guides our decision making across sales, marketing, product and site content.”
19. Brand Health Response Traffic We began by understanding the business flywheel. Commercial Content
20. 📑 Content, New Ads, Renewed Ads 🚦 Sessions, Response, Response CVR 💷 Revenue, EBITDA %, Customers, Yield
21. 📈 KPI scores 1 point for YOY growth 🔟 Brand Health Score out of 10 🔋 0-4 = Poor, 5-7 = Stable, 8-10 = Strong
22. Agreed the update cadence.
23. Kept the data pipelines simple.
24. Consolidated in Data Studio.
26. Holistic view of brand health for stakeholders.
27. Focus in the right areas for sales, marketing & product.
29. Leading to faster insights & quicker decisions.
30. Greater accountability across the team.
31. Measurable impact.
32. Operational & directional compass.
33. 3 key takeaways.
34. 80% measurement tax.
35. Ditch the GPS for the compass!
36. Directional data trumps measurement perfection!
37. Ditch the GPS for a compass! Why directional data trumps measurement perfection. Neil Barnes Friday Media Group