Microsoft's Kathleen Magnuson discuss with Analytic Partners how organizations can balance a focus on short-term consumer perception and behavior change, with long-term brand building.
Build foundational knowledge about how media drives both purchase intent and sales in the short term
Understand the full impact of a multi-year advertising effort to inform long-term investment decisions
Uncover new opportunities for success through a holistic approach to analytic
Recorded at ARF Attribution and Analytics Accelerator 2021
"It was really exciting and validating to see that some of those base sales that we'd seen growing over time could be attributed to a long-term investment in advertising. And what we found was a 30% increase above and beyond our short-term advertising ROI due to measuring that long-term impact."
Director, Market Research
Chief Customer Officer,
Director Market Research,
ROI GENOME INTELLIGENCE REPORT
The Rules of Recession-Proofing - How to Maintain Advertising Effectiveness in Challenging Times.
More comprehensive visibility - whether in terms of brand marketing's ROI, or when looking at long-term vs short-term impact - was key to Microsoft marketing analytics strategy.
Discover more about the value of such visibility, and the steps to achieve it, all of which are encapsulated in this report on marketing effectiveness in tough economic times.