No one questions it. If brands want to improve their business results, they turn to marketing insights to help them better engage their audience. But there could be a problem with this.
They're likely getting only a partial view of their marketing impact, and this undermines their ability to maximize returns from their media investments.
The limited visibility is because campaign measurement tools are typically set up to evaluate last click attribution. This means they can’t account for the impact of media investment across the entire customer journey, which is often complex and spans channels, both online and offline, and paid and organic interactions.
Performance-driven brands are using holistic measurement tools to gain visibility of their campaign’s true impact and to optimize returns.
When a brand lacks a clear view of how its online campaigns drive bottom line growth or offline sales, or is unaware of the influence of paid ads on organic traffic, it will undervalue its marketing efforts. This leads to blind spots in marketing strategies, inefficient budget optimizations, and missed opportunities for growth.
Holistic measurement solutions, however, let brands gain robust insights across more metrics, and make well-informed business decisions. Already, performance-driven brands are using these solutions to understand the true impact of their campaigns and unlock higher returns. Here are three ways you can do the same.
With holistic measurement insights of this sort, brands can, for example, identify relevant queries for their business that have low organic traffic and strengthen their presence on those queries with paid search. They can also tailor their text ad such that it shows up with a more useful, prominent, and differentiated message from their organic listing to maximize synergy.
The holistic insights helped the brand identify the campaigns that drove the highest return on ad spend, and this let it better optimize its campaigns and strategies.
Tanishq’s Group Manager, Gaurav Midha, says, “Using store sales measurement with Performance Max for store goals campaigns, we were able to quantify the business impact that our local advertising delivers, increase our offline sales by 7%, and unlock new marketing and growth opportunities.”
Ajio’s head of marketing, Arpan Biswas, says, “In a competitive landscape, it isn't enough to just stand out. We need to attract the right customers and convert that awareness into tangible results. Ads Data Hub helped us effectively measure the relationship between our brand and performance campaigns, showed us how branding was impacting performance, and gave us levers to optimize this media mix.”
Indeed, 20/20 visibility into the impact of your marketing campaigns is possible with holistic measurement solutions. And armed with accurate marketing insights, you’ll be able to step away from blind spots and make business decisions that’ll let you fully optimize your media investments and bottom line results.