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Every chief mar­ket­ing offi­cer (CMO) wants to know where the sweet spot is: where the mar­ket­ing bud­get dol­lars work hard­est and where the best con­ver­sion rates live. Dig­i­tal media, in the mid­dle of the mar­ket­ing fun­nel, may be the cur­rent dar­ling. Dig­i­tal, by its very nature, has made mea­sure­ment eas­ier, but there are some pit­falls that can be hard to spot if you don’t know what to look for. Here are three:

1. Dou­ble Counting

Make sure you don’t count the same data twice. Sounds obvi­ous, but don’t dis­card this warn­ing unless you’ve explored the pos­si­bil­ity. Siloed orga­ni­za­tions can have dis­parate sys­tems, as in ad serv­ing, search/bid man­age­ment, email, and Web ana­lyt­ics, that develop their own codes to assign attri­bu­tion. When every­one sits down together and talks real­ity, the results often exceed 100 per­cent. Dupli­ca­tion guides mar­ket­ing invest­ments to the wrong chan­nels, send­ing the bud­get toward chan­nels that are not work­ing while miss­ing the real per­form­ers. Unify and stan­dard­ize your track­ing codes to get real results.

2. Empir­i­cal Approach

Even if attri­bu­tion from mar­ket­ing analy­sis is uni­fied, you may be weight­ing var­i­ous chan­nels inac­cu­rately. Don’t rely just on intu­ition. Don’t rely just on last click. Embrace an empir­i­cal approach that con­sid­ers elas­tic­ity in dri­ving sales.

3. Holis­tic Attribution

Tra­di­tional media in broad­cast, print, and radio can be hard to mea­sure com­pared with dig­i­tal media, but its influ­ence is indis­putable. Gather the forces together to explore tra­di­tional mar­ket­ing influ­ence on dig­i­tal, and vice versa.

Tra­di­tional and dig­i­tal often speak dif­fer­ent lan­guages. Make sure your man­agers are flu­ent in both to develop best prac­tices for focused media objectives.

Stay tuned: Look for future posts detail­ing best prac­tices to avoid these three major pitfalls.