In the evolving landscape of consumer behaviour, understanding non-linear journeys is critical for brands aiming to thrive. Traditional attribution models often fall short in capturing the complexities of how customers interact with marketing channels.
Our latest playbook delves into the importance of full-funnel measurement, addressing the flaws in conventional approaches while highlighting the significance of sustainable growth.
Inside, you'll find invaluable insights drawn from our proprietary marketing measurement suite, COmpass, designed to reveal the direct and indirect impact of every marketing channel—paid, owned, and earned. We delve into the interactions between these channels, guiding brands to allocate their investments strategically where they can generate the most sustainable impact. Not to mention you'll find actionable takeaways you can implement today—no fancy jargon required.
With real results from the information we've gathered, you'll be equipped to make decisions that drive growth and engagement.
Navigating the Next-Gen Web
Modern audiences spend an average of 3.5 hours a day across six social media platforms, creating a web of engagement with both organic and paid content. Legacy click-based attribution fails to capture the complexity of these interactions, undervaluing organic content's impact, which 80% of Next-Gen consumers cite as increasing their likelihood to buy.
What You’ll Learn:
Brand Obsession as a New Currency
Next-Gen audiences engage with brands through organic and native content, placing a premium on brand authenticity and value. Understanding the long-term impacts of brand awareness on customer lifetime value (LTV) is essential, as inefficient evaluations can lead brands to overlook the importance of awareness content.
What You’ll Learn:
Customer Memory and Channel Interactions
The interactions a brand has across various channels influence consumer behaviour. Platforms often neglect the cumulative effect of marketing exposure, which can lead to inflated reported performance but stagnant business results. For instance, increased engagement in channels like YouTube can boost paid search performance by 32%.
What You’ll Learn:
Omnichannel Engagement
Next-Gen consumers exhibit loyalty to platforms over individual brands. For example, influencer campaigns can generate 20% of Amazon sales without directly directing customers to the platform, while also boosting DTC sales by 40%.
What You’ll Learn:
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.
