Episode 58

How to Measure Brand Marketing

63% of TV advertisers doubt their ability to accurately measure TV’s impact. And it’s not just TV. Top-of-funnel marketing channels are notoriously hard to evaluate.

But accurate attribution isn’t impossible. This week, Elena and Angela are joined by Director of Analytics Jordan Rossler to break down the report “Everything Wrong with TV Measurement.” They’re covering attribution best practices for brand marketing channels, including the importance of using multiple attribution models to determine success and looking at results with a healthy dose of skepticism.

Topics Covered

• [01:25] Introducing a new TV attribution report

• [07:30] The Micro, Macro, Business framework

• [10:00] How test structure impacts measurability

• [13:30] All models are wrong, some are useful

• [15:00] How using multiple models can catch data issues

• [16:00] What models are best for measuring TV?

• [19:00] Asking questions with a “challenge everything” mindset

Resources:

2024 Marketing Architects Report

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