The content delves into the difficulties faced by marketers in measuring channels like PR, social media, and events due to changes in tracking methods. It highlights the shift from easily trackable digital efforts to a more complex attribution landscape. The author emphasizes the importance of understanding incrementality in marketing measurement and advocates for a return to 20th-century mentality for tracking success. Despite the limitations in tracking, it is still possible to measure these challenging channels through a strategic approach that focuses on brand interest and sales lift over time.
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by Rand Fishkin at sparktoro.com 10-12-2022
https://sparktoro.com/blog/how-to-measure-hard-to-measure-marketing-channels/Deeper Inquiries