Tingyan Han

A version of this article was first published on ExchangeWire North star KPIs deserve north star measurement DAU, Revenue, Margins – These are the goals around which entire companies align their teams, from product to engineering to sales. For marketing teams, this means juggling both long-term and short-term investments to ensure growth in both demand

The modern marketer’s measurement toolkit has arrived. The end goals themselves remain unchanged – effective measurement should improve the quality of decision-making at the strategic and tactical levels. Yet, in the face of signal loss from cookie deprecation, and a rising demand for statistical rigour, marketers are under pressure to maintain optimisation agility and prove