The explosion of digital media has bred the modern, data-driven, analytically savvy marketer who understands and operates under the known pressure of tracking, measuring, and optimizing every media interaction to generate a positive return on advertising spend.
However, most brand marketers don’t operate in the same data-driven manner as their counterparts in direct response. Instead, marketers have traditionally relied on softer metrics, such as reach, brand awareness, and share of voice as the markers of effectiveness.
In the new data-driven environment, many brand marketers are finding themselves in a Catch-22. Despite tightening advertising budgets, they continue to lobby for big investments in branding efforts that they believe work but are unable to quantify across channels…
Three Ways Marketing Attribution Can Improve Your Brand Marketing Efforts
