How to write a measurement brief

👋 Hey, it’s Sundar! Welcome to a free article of experiMENTAL: a weekly newsletter on B2C Marketing & data science how-to guides, frameworks, and stories.

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Why you need to read this

The biggest obstacle for Marketers to succeed is their inability to prove value to the business. CFOs don’t believe in the ROI. CEOs don’t see the growth.

While most marketers obsess over the creative brief they don’t realize that the measurement brief is an integral part of successful campaigns. Without it, campaigns get derailed from a lack of clarity and disagreement on whether the campaign succeeded or failed.

In this article, you'll learn what a measurement brief is, why it's essential, and how to create one for your next campaign.