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Branding plays are notoriously hard to measure the impact of because they simply lack the ability to consistently track the touchpoint on the path to conversion
by shostack 10y ago
Branding plays are notoriously hard to measure the impact of because they simply lack the ability to consistently track the touchpoint on the path to conversion. And even then there is the question of how to weight it along with all the others. View-throughs should never be given 100% credit.
If there is anyone who has cracked the nut on how to justify branding efforts to management on an ROI basis I'd love to pick your brain. Arguably one of the hardest problems in marketing today.
- wastedhours 10y agoIf you have a suitable targetable niche, then perception studies really do help - especially if your campaign is designed to change an existing preconception in order to appeal to new people (as opposed to being a direct driver - long pipeline for us). That's what we did and got buy-in from management for the ROI on that basis
- shostack 10y agoHow did your ROI calculation look then?