Truly understanding what’s moving consumers down the path to purchase is a big challenge for most advertisers. Many agencies are too focused on overall campaign measurement, rather than analyzing what combination of channel, message and/or product is successfully motivating a segment of consumers to act. Advertisers need to know not only how their campaign performed, but also how it’s contributing to brand success and how the parts of each campaign, such as channels, messages, timing, product, and so on, are working.

To better understand what’s working to influence a customer journey, you need rich measurement data. Without accurate measurement of your marketing, you won’t have a true understanding of how successful the campaign was in making impressions and converting new customers. You will also miss out on the opportunity to take those deep learnings and use them towards your next campaign to further grow sales.

Real-world measurement and attribution from diverse data sources is key

In order to determine what marketing levers and approaches are working (and which one’s aren’t), brands need to expand their data sources to get a 360-degree view of the customer journey.

Specifically, they need to:

  • Measure how ad spend moves the revenue needle. Engagement metrics such as click-through rates alone won’t suffice. Brands need to understand the real-world sales impact of their campaigns. They need to know if their ad actually drove people to a store to purchase the product. Engagement doesn’t really matter if people aren’t spending.
  • Do something with the measurement data. It’s not enough to know that a campaign resulted in sales. Go further with dynamic learnings. Advertisers need to analyze the data to understand how today’s campaign can grow sales with the next campaign.
  • Demonstrate the value of the company’s marketing efforts. Brands need to assess foot traffic and sales spikes to understand what drives consumers to stores. Not only can they then see what’s working, but they can share that value with their retail partners.

The bottom line is to expect more from your campaign measurement and use those insights for future marketing.

Learn how you can utilize real-world measurement to better understand your customers’ path to purchase. Go to: