In order to do good marketing today, companies need information about their consumers. Especially due to a multitude of marketing channels, it is important to know where the relevant target group is in order to address them in a targeted manner. However, in order to develop a good media planning and a clever marketing strategy, we need the data. Data about our target group and the performance of individual channels…
A report by Salesforce, for example, found that 52 percent of consumers are extremely or somewhat likely to switch brands if a company doesn’t personalize their communications with them. So that’s why we need the data that would help us to achieve campaign success and a high ROI and to efficiently put the budget into certain marketing channels. This personalization is extremely important to strengthen customer loyalty and trust in the company, so that it also leads to more conversions and sales.
But how can companies learn about the customer journey of ist potential buyers? When consumers today use so many channels to make a particular purchase, marketers need to establish a tracking system that evaluates the entire customer journey of potential buyers. So marketers can reach potential customers with their marketing measures where they are in the moment. For example, a consumer saw a TV spot and then searched for a product on the Internet. By measuring the entire customer journey, a company can determine that it was precisely the TV advertising that was responsible for this conversion on the Internet.
Full-funnel attribution is the best way for a company to run a TV campaign and measure its performance. Besides of TV’s impact on revenue growth, attribution can also be used to gain deeper insight into the performance of specific campaign variables such as message, creative, target audience, media schedule, ad placement, format and length, among others.
Sounds exciting to you? Then contact us to get more information about TV Attribution.