Measurement that Improves Outcomes
11/18/2025
In a marketing landscape with so much data available, how do we go from seeing ? and being overwhelmed by ? the information to truly understanding and driving insight?
In this episode of The Orchestration Podcast from Iridio℠ by RRD, Kevin Bell tackles this question head-on. Kevin, Iridio’s Vice President of Data and Analytics Strategy, discusses how to build a data strategy that cuts through the noise and delivers real business value.
You’ll learn how to:
- Make measurement a vital, integrated component of overall marketing strategy and planning.
- Identify deceptive vanity metrics and over-reliance on any single data type in favor of a more nuanced understanding.
- Embrace a test-and-learn culture where even failed tests are viewed as valuable data points to a continuous improvement loop.
- Move from isolated campaign or channel metrics to client-centric measurement that ties all activity back to the business objective.
- Treat first-party data as a dynamic relationship that changes over time rather than a static, perfectly traceable asset.
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About the series
The Orchestration podcast, presented by Iridio℠ by RRD, highlights how modern marketing gets done. This podcast explores how to navigate an evolving and increasingly complex marketing landscape shaped by data, technology, and macroeconomic pressures. The Orchestration Podcast offers a guide for marketing leaders on using integrated, data - driven strategies for greater efficiency and impact.
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