Many marketers are feeling the pressure to prove the value of what they do but lacking the means to demonstrate impact in quantitative terms. But assertions that marketing activity lacks measurability are untrue.
Questions marketers should be able to answer:
1. Can we understand which promotional offers should be served to different customers?
2. Should we increase or decrease spend on video advertising?
3. If the digital media is not meeting the benchmarks should we change the creative?
4. What is the incremental sales impact of my digital campaign in Q4 2015?
5. If I have an additional million dollars to spend, should that be used to buy more TV spots, target deeper in direct mail deciles or spend more on targeted display ads?
With more than 90% of consumer spend still occurring offline, online clickstream metrics alone are ineffective at answering the key questions all marketers face today – how to measure the sales impact of your marketing. However, the heat is on for marketing organizations to demonstrate the value of their marketing investments and show what worked or didn’t.
As marketing evolves in an increasingly complex omni-channel environment, absolute measurement can provide clear and accurate insights into how, when and where marketing influences customers. Marketers can then use those insights to spend smarter and define the optimal mix of customers interactions. In short, with absolute measurement, marketers can do more with less because you understand your customers better.
Affinity’s closed loop measurement evaluates the critical online and offline linkages by following your prospective customer’s non-linear journey from marketing exposure to the sales transaction and empowers marketers to make smart, non-assumptive decisions that allows you to allocate marketing budgets, optimize and defend existing investments for growth and or net returns to bottom line.