As marketing evolves, so, too, do the ways in which we analyze, measure and optimize. With a customer journey that is always on and multifunctional across channels and devices, finding ways to accurately report on the impact of marketing is crucial.
It’s a great feeling when you know you’ve multiplied ROI, or cultivated a $1 cost-per-offline visit to retail location with an average ticket of $20. But marketers and media professionals should always question these results with a healthy dose of skepticism.
One of the benefits of digital media is its ability to track conversions, online and offline. But too often, results are accepted, not challenged. Still, we should be challenging more. Here’s what should be considered:
These questions can be addressed in two ways: upfront during the planning, tracking and implementation or by observing results of tests mid-campaign and pivoting to evolve and build the next stage of the learning plan.
Regardless of the approach, remaining clear-headed is key.
Marketing pain points like attribution, cross-channel measurement, old data, and transparency aren’t going anywhere. That’s why measurement is so important. But, if all you’re doing is reviewing data and insights without questioning it, you’re selling yourself short. Why?
Ask questions, dig into the reporting and facilitate deep dives that explore the reasons – good or bad – behind the numbers.
Remember, the data and insights are only one part of the analysis. You must couple that with skepticism, optimism and continued research to truly determine the impact of marketing on your customers.