Every organization plans ahead for tech, finance, data and R&D, but few do so for measurement. The same forward-leaning approach needs to be applied to a two- to three-year blueprint for more rigorous measurement. Getting C-suite buy-in on a multiyear plan that includes a testing budget gives marketers the time and resources to enact a learning agenda and deploy the right measurement tools and platforms, instead of flying from test to test. This not only allows marketers to find and validate the right partners, but also to develop their measurement technology ecosystem…