3 ms·
Glad to hear I'm not the only one who's skeptical. Not that I don't believe that view-through can't provide a measurable lift--I've just seen that the splittin
by minouye 16y ago
Glad to hear I'm not the only one who's skeptical. Not that I don't believe that view-through can't provide a measurable lift--I've just seen that the splitting the marketing budget between channels can get political. And attribution based on seemingly qualitative factors feels a bit hokey to me when you can really nail down ROI on a lot of the other marketing channels.
At any rate, I'm sure that P&G was happy :)
- spanktheuser 16y ago>> I've just seen that the splitting the marketing budget between channels can get political. One of my favorite stories involved a very successful online marketing campaign for Oldsmobile. When they launched the Alero, there was amazing testing of TV vs. Print vs. Outdoor vs. Direct Mail vs. Online. They tested for scale - how many sales were produced - and cost per channel. The results were that Online came in #2, with print a distant third. Before the test, print had a $5mm spend and online was just shy of $1mm. After the test, Olds tried to move their entire print budget into online. The agency team at Leo Burnett (LB owned StarCom at the time) that was responsible for print hit the roof and waged a successful campaign to have much of their budget restored. They didn't want to lose their jobs, I guess.