Walmart

Michael Kaushansky is a marketing measurement and AI leader with deep expertise in analytics, product development and measurement strategy. He has worked across retail media, digital marketing and machine learning, building scalable products for performance agencies and Fortune 500 brands that turn data into actionable insights driving measurable growth and profitability.

When it comes to measurement solutions, should you build products you think will resonate with end users and tell the story you want or should you allow user optionality in how they consume measurement and reports, building a system that empowers customization and choice? While there is no one right way, collecting user requirements before development is crucial for success. The two main questions to consider are:

1. Are you designing with a clear purpose?

2. Are you designing for your end users to drive adoption, usage and value?

Although these questions are complex, the arrival of AI has undoubtedly sped up this kind of research. After inputting hundreds of anonymized advertising and marketing reports, along with usage data, actions, feedback and objections, into an AI algorithm, I received prompt and consistent results. Here are the key findings:

The end-user wants choice.

They may not need access to raw data or to write code directly in SQL, SAS or Python. However, every marketing leader evaluates advertising performance in their own unique way. Additionally, for those end-users who choose to write code, it is essential that the data, tables and naming conventions are intuitive and thoroughly documented. Since refining the process takes time, avoid labeling outcomes as good, bad or wrong. Results should suit their business needs and objectives. Users want a simple, customizable interface for learning, analysis and reporting that fits their needs, without unrestricted data access. Like ordering at a restaurant, you want menu choice for your dinner, but not necessarily the raw ingredients to craft the meal. You want to avoid ordering the same meal item without any customization.

The end-user wants their opinions to be heard and recognized.

In advertising, the end-user may be a brand, a media agency or a technology partner acting on behalf of a brand. These entities invest their dollars to advertise in the hopes of creating demand and winning over consumers. In return, they expect to have clear sight into how their investment is performing. They aim to restructure information and keep track of new trends as they appear. Like homebuyers, open house visitors focus on different features such as the foundation, layout or backyard. Similarly, it is not one size fits all when assessing an asset.

End-users want advanced insights. While related to advanced analytics, this approach involves a more sophisticated analysis of investments—predicting future results, recommending actions and comparing possible outcomes. Like a stock portfolio, you want to see the data. When it comes to stock performance, while raw data is essential, users also want commentary, expert insights and advanced calculations that inform decisions—whether to invest more, pull back or hold and reassess.

Let’s discuss the product.

Transforming these requirements into a scalable product assumes that it is built for purpose, incorporating the three key end-user requirements. The platform should offer flexible, controlled access to key metrics without being complicated or difficult to use.

Create flexible, customizable measurement products with clear documentation and easy-to-follow training for fast onboarding.

Make sure that any changes to the product do not affect measurement trends or interfere with benchmarks, allowing results to stay consistent and comparable over time.

Present key data clearly. To do this, perform proper inbound discovery and design to encourage user adoption.

Traditional static reporting no longer meets modern needs. Instead, develop scalable measurement systems that let users design their own interfaces and collect insights, making reports more useful and driving practical results.