Free ebook: Branding Measurement in Today's Accountable World A Tale Of Two Marketers

Download our complimentary branding measurement study here Branding Measurement in Today's Accountable World: A Tale of Two Marketers is a research study that explores the various challenges brand marketers face when it comes to quantifying marketing performance. The study, which is based on findings from a survey of over 500 US and UK-based brand marketers, uncovers the relative lack of accountability and confidence when it comes to measuring branding metrics such as “engagement.” It also explores the challenges of isolating and quantifying the impact of individual digital channels, as well as TV, on branding KPIs. To download this invaluable study with our compliments, complete the form on the right and click the “Submit” button, and you’ll receive instant access to a PDF version of the study.

Table Of Contents

3 Introduction 4 The Foot Soldiers 5 The Study 6 Executive Summary 8 Detailed Findings Branding Metrics are Important for Measuring & Optimizing Campaigns 9 Branding Metrics Differ from Direct Response Metrics 10 Measuring the Impact of Branding is More Challenging than Measuring the Impact of Direct Response 11 Marketers are More Confident in their Direct Response Metrics than in their Branding Metrics 12 It is Challenging to Isolate & Quantify the Impact of Digital Channels on Branding Metrics 13 Marketers are not Competent at Identifying the Optimal Combinations of Digital Channels 14 It is Challenging to Isolate & Quantify the Impact of TV Advertising on Branding Metrics 16 Top Obstacles to Branding Measurement 18 Study Methodology 19 Appendix

First 3 Pages

Branding Measurement in Today's Accountable World A Tale Of Two Marketers 3 Introduction 4 The Foot Soldiers 5 The Study 6 Executive Summary 8 Detailed Findings Branding Metrics are Important for Measuring & Optimizing Campaigns 9 Branding Metrics Differ from Direct Response Metrics 10 Measuring the Impact of Branding is More Challenging than Measuring the Impact of Direct Response 11 Marketers are More Confident in their Direct Response Metrics than in their Branding Metrics 12 It is Challenging to Isolate & Quantify the Impact of Digital Channels on Branding Metrics 13 Marketers are not Competent at Identifying the Optimal Combinations of Digital Channels 14 It is Challenging to Isolate & Quantify the Impact of TV Advertising on Branding Metrics 16 Top Obstacles to Branding Measurement 18 Study Methodology 19 Appendix IT WAS THE BEST OF TIMES. IT WAS THE WORST OF TIMES. Okay, so it’s probably a bit presumptuous to be ripping off Dickens in a study about measuring the impact of branding efforts. But as the results of the survey that form the basis of this study started to reveal themselves, these opening lines started to reverberate like that song you just can’t get out of your head. Marketing performance is more measureable and more accountable than ever. This is primarily due to the increased use of digital marketing channels and the resulting anonymous, granular, user-level data that can be tracked as prospective customers are exposed to and interact with your campaigns. As a result, CEOs can have higher expectations of CMOs, who expect more of CDOs (Chief Digital Officers), who put the pressure on the foot soldiers who are executing, analyzing and optimizing either branding or direct response (DR) campaigns to quantify the contribution of every marketing dollar, pound or euro on a measurable outcome. What’s its ROAS? Its ROI?