Amidst significant shifts in digital measurement, Snapchat has offered a "Three E's" framework for advanced campaign evaluation, and how marketing teams can use it to ensure they keep on tracking performance in a privacy-friendly manner.

Quoting Snap, "Execution, Experimentation and Evaluation" are the three key parameters for evolving strategic measurement.
The "Three E's" of Snap ascertain focus on those elements together in that way that attention would be paid to real monitoring of performance.

Quoting Snap:

One can think of our three E's as if he or she were navigating a ship, where Evaluation is the compass guiding decisions, Experimentation is the map which helps navigate course correct, and find efficient routes, and Execution are all the components of the boat that power every day. Advertisers who embrace this robust measurement approach see stronger advertising results.

Pragmatically, this very simple framework of Snap is to test, learn, iterate and assess in a dynamic cycle to fine-tune and improve the performance of your campaign. Really though, it's the assessment piece, which is truly the critical component to adjust your strategy, within shifts in trends.

"A great example [of assessment] is Media Mix Models-they quantify the incremental impact of paid, owned and earned marketing and non-marketing activities on a pre-defined KPI such as sales or web visits. They account for both short and long term impact of advertising across both online and offline media. They are also privacy compliant as they leverage sales data instead of user-level information."

One way Snap measures the performance of campaigns is brand lift studies and A/B testing, and in aggregate, these are the top educational and information pieces, says Snap.

The right experiment method, and KPIs are the cause of success. However, what brands get wrong is choosing the easy correlation metrics over causality experimentation KPIs. If experimentation does not drive towards the evaluation KPIs, then optimization of media might be driving in the wrong direction and away from actual bottom-line results.

According to Snapchat, it aims to provide various data points on every front so that the marketers are better equipped to make knowledgeable decisions with regard to their campaigns and improve on them.
These, the company says, are the foundations of Snap's "Three E's," through which together, brands will be better positioned to advance their efforts based on a richer set of data points, which interplay with one another, rather than possibly getting too focused on just one area.

Some interesting notes that might help you improve your strategy: