What is "Measurement Strategy"?
A lot of my posts refer to "analytics strategy" or "measurement strategy". I imagine that it may not be 100% clear what I mean by that. If you do a search for this topic, you are likely to find a few articles that mostly focus on a process that identifies business objectives, tactical goals, KPIs and audience segments. Most authors lean into simplification and don't go much further. Looking further, there is a larger body of work dedicated to building measurement frameworks f