When the Internet and Mobile Marketing Association of the Philippines (IMMAP) created the Digital Measurement Board in 2012, one of its objectives is to help advertisers achieve digital success by establishing a measurement standard for online metrics. Today, that objective has turned into a vision of accelerating digital transformation by empowering organizations with digital measurement.
“What you measure is what you improve,” shares DMB core member Geia Lopez, Principal Industry Analyst of Google Philippines, during the recent IMMAP Web Wednesdays session on measuring effectiveness in digital campaigns. In this particular webinar where data experts cited the importance of understanding analytics to gauge digital success, resource speaker Geia talked about an important breakthrough in digital marketing in the country. The DMB Measurement Framework particularly provides this year’s edition of the Philippine digital measurement standards chartered by a diverse mix of advertisers, media practitioners, researchers, creative agencies, platform owners and publishers to provide a more holistic and balanced point of view for the industry.
This August 2020, DMB will launch exciting platforms to help more organizations in championing digital conversations with their clients and internal teams. Aside from the DMB 2020 Whitepaper, digital tools to watch for are the DMB Maturity Measurement and DMB Metrics Selector aimed to push the industry to higher-level metrics. The Maturity Measurement assessment for one is designed to test the organization’s decision-making readiness based on mindset, media strategy, success metrics and data signals among others. The assessment goes through various levels from tactical and foundational to experimental and transformational.
“We believe we can equip organizations better with a framework that looks at metrics through the lens of digital measurement maturity. This concept helps pave the path forward for advancing in measurement – and in turn strengthening the business impact of digital marketing for the entire industry.” imparts Geia. She further explained that a lot of the decisions mature organizations make are already based on first-party data instead of industry benchmarks and norms. “It’s important for us to help everyone advance,” she says while citing the need to optimize this digital shift with the help of new solutions and platforms.
The DMB Metrics Selector on the other hand provides an expert guide to fully own digital conversations in campaigns through a four-step selector: Determine measurement maturity, select campaign objective, select campaign channels and download ownable metrics masterlist that includes metric, definition, methodology and supplier. This tool once fully launched will be integrated in research, media and creative agencies to help the industry in measuring effectiveness in digital marketing campaigns.
DMB invites digital advocates as testers to provide early feedback on the tool through this link tinyurl.com/dmbsignup.