How to Measure Upper Funnel Marketing Channels

There are more than 130 marketing metrics. But how many really determine marketing effectiveness? Especially for brand-building channels like TV, radio, and print advertising?
Unfortunately, there’s no silver bullet when it comes to marketing measurement. But there are ways to design your campaign to be as measurable as possible. And to be more confident in your results. VP of Analytics Matt Hultgren joins Angela and Elena to discuss how measurement best practices have changed and the importance of using multiple models to understand marketing’s full impact.
Topics covered:

• [01:07] Why marketing measurement is so difficult
• [4:58] Why last touch attribution doesn’t tell the full story
• [11:10] How to set up a measurable TV test
• [16:21] Top-down vs bottom-up marketing measurement
• [20:27] CTV’s ongoing measurement challenges
• [24:35] The micro/macro/business measurement framework

To learn more, visit marketingarchitects.com/podcast.

Resources:
2023 The Chartered Institute of Marketing Article
2021 Ruler Analytics Report
2021 Marketing Architects Article

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