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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 measuri...Read More

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 Resp...Read More