Measuring marketing performance and linking its contribution to strategic goals is a challenge for marketers. At KKBOX, two sets of metrics are tracked, one for communication the other for strategy or loyal members.
“Our measurement method is not only a post-campaign analysis,” says Rose Yang, director of insights and loyalty marketing for KKBOX, a music streaming company servicing most of the East Asian market. Founded in 2004, it predates Spotify. “We proved that....