Prioritizing Business Outcomes
/The ANA released a report today on media KPIs and the results seem consistent with our own experience as we are diligently working to move our advertising partners from efficiency or exposure metrics to measurements that are more directly related to sales.
The report showed that advertisers are still evaluating performance based on CPM or CPC most often, despite that ROAS or Conversion are believed to be more important.
While CPMs are certainly low hanging fruit for analysis, advanced metrics we’ve put in place to help tie more closely to business results include:
Attributing digital exposure to in-store sales via IRI’s Continuous Campaign Feed data
Including lift studies from a variety of partners in our media buys (Placed, Lucid, IRI, Nielsen)
Direct tracking of on-site conversion via tracking pixel, coupon , SMS or QR code
Controlled market testing or pre & post campaign comparisons
The tactics and approaches vary depending on the industry or media type, but we’re passionate about going beyond the typical when it comes to measurement.
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