Advertising Analytics 2.0  

Oleh:

Nichols, Wes

Jenis: Article from Bulletin/Magazine - ilmiah internasional
Dalam koleksi: Harvard Business Review bisa di lihat di link (http://web.b.ebscohost.com/ehost/command/detail?sid=f227f0b4-7315-44a4-a7f7-a7cd8cbad80b%40sessionmgr114&vid=12&hid=105&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=bth&jid=HBR) vol. 91 no. 3 (Mar. 2013), page 60-68.
Topik: Advertising Industry; Consumer Survey; Product Revenue

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Combined with a handful of time-honored measurement techniques—consumer surveys, focus groups, media-mix models, and last-click attribution—such outmoded methods have lulled many marketers into complacency. They mistakenly think they have a handle on how their advertising actually affects behavior and drives revenue. But that approach is backward-looking: It largely treats advertising touch points—in-store and online display ads, TV, radio, direct mail, and so on—as if each works in isolation. Making matters worse, different teams, agencies, and media buyers operate in silos and use different methods of measurement as they compete for the same resources. This still-common practice, what we call swim-lane measurement, explains why marketers often misattribute specific outcomes to their marketing activities and why finance tends to doubt the value of marketing. (See the exhibit “Get Out of Your Swim Lanes.”) As one CFO of a Fortune 200 company told me, “When I add up the ROIs from each of our silos, the company appears twice as big as it actually is.”

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