Regression analysis evaluates the consideration cycle—understanding what makes it tick and how it connects to a customer’s LTV to a brand. As modern audiences move away from the “race-to-the-bottom” culture, an overwhelming majority now place brand authenticity and value as top priorities. Ineffective evaluation of awareness content, and thus inadequate planning for its use, is a trap that will impact most now more than ever.
While this is well known, the job for modern marketers has become increasingly difficult as the industry has shifted to being efficiency-oriented. Traditional measurement approaches are naïve to understanding the value of brand activity, focusing far too heavily on short-term revenue generation, which has polluted the thinking of decision-makers.
As the marketing paradigm shifts toward effectiveness—ensuring every pound spent works optimally—it is crucial to understand the importance of good brand-building and correctly integrate its value proposition into budgeting frameworks to stay relevant with today’s audiences.
To adopt an effectiveness-first mindset, consider how we evaluate top-of-funnel impacts across two key areas:
As Next-Gen customers' value systems shift toward being brand-first, our measurement approaches should adjust to reflect this perspective if we want to continue winning. Doing so, alongside executing highly effective brand media, will likely attract a new audience with a greater LTV than ever before.
What can you do right now:
You can read the full playbook here and if you want to learn more about how to measure and attribute ROI across your full marketing strategy then drop us a line.
