Episode 8

DOES DATA TELL THE TRUTH?

Data is easily twisted to support different narratives, especially when it comes to TV attribution. That’s why relying on multiple models for measurement is essential to fully understanding how TV impacts your business.

In this episode, we’re talking with Matt Hultgren, Marketing Architects' Vice President of Analytics, and Pete McGuire, Chief Marketing Officer at 1-800-HANSONS, about how to holistically measure TV advertising.

Topics Covered

• How digital has made TV more data driven

• The challenges of TV attribution

• Why using multiple models is key to measurement

Episode Highlight

“The challenge is if you have just one solution, if you just have an attribution platform, you might get a lot of those immediate insights, but that really doesn't tell you the full value that TV's bringing to your campaign. If you just have macro approaches, you might have an idea where overall performance is, but you won't know how to optimize your campaign because you don't have those micro insights, so it's kind of like there's pros and cons of each bucket. One bucket might tell you one thing, but it won't tell you another, and that's why taking multiple approaches really starts to fill in that full picture in terms of how is my TV campaign performing? And secondly, how do I optimize and improve upon it going forward?”

—Matt Hultgren