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UMM for experts: what unified means in Unified Marketing Measurement

When we think of Unified Marketing Measurement (UMM), we think of media channels and campaigns. BUT The best UMM solutions unify beyond these.

February 7, 2022

When we think of Unified Marketing Measurement (UMM), we think of media channels and campaigns. BUT The best UMM solutions unify beyond these. Besides the data and technology involved, UMM unifies internal and external teams as well. In reality, UMM offers unlimited possibilities. Do you want to know how far you can unify with UMM? Read below to find out.

Media channels

First (and stating the obvious), you should host all media data in one place. The data need to be clean, mapped, and ready for use. Along with modelling, you can use these data to run reports and create fundamental insights. Unifying your media data helps you become a better marketer.

Sales channels

Next, you should unify your points of sale. Large companies do not sell exclusively online. They might sell through brick and mortar, telesales, affiliates, resellers, and the list goes on. If you don’t unify all your sales channels, you miss essential data and insights. These data are necessary to define the actual effect of your marketing on your sales. So, if you don’t consider them as a whole, you cannot start optimising.

Attribution models

Among others, UMM unifies your attribution models. Relying on one model might be enough for some smaller businesses. But big organisations are more complex; they work with multiple media and sales channels. So, they need numerous modelling techniques that work better for their specific goals. For instance, you can use multi-touch attribution (MTA) to get insights into customer journeys. But, when you study offline channels, marketing mix modelling (MMM) is more accurate.

Similarly, other objectives call for different attribution models. But how can you step up your game when you use all these models? It’s simple: You unify the outcomes of your multiple models into a unique setup. In that way, the different models learn from each other and become stronger.


Once you unify your sales, media, and models, you need to incorporate UMM within your organisation. That means that you should unify your teams. Technology alone will not deliver you value. It is the people that can make a difference. As the number of stakeholders rises, it becomes crucial that they all work towards the same goals. If you can have all the stakeholders report to you on the same KPIs, you can make better decisions. And better decisions unlock profit opportunities.

How Objective Platform helps you do these!

Objective Platform has developed a measurement framework to help clients adopt a UMM solution. This framework combines the best techniques out there to offer you the competitive advantage you need. Objective Platform provides you with the tools to unify your media, sales, models, and teams. Incorporate technology into your marketing activities and start optimising. Soon, you will notice a cut on your CPO and an increase in your ROI.

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