How do most digital advertisers measure success? Through data analysis, of course.
But, not enough advertisers have access to their own digital data in a usable way.
Such a pity.
It’s not about big data, it’s about sourcing usable data.
A recent report about financial advertisers using digital channels has been published. It is worth a read. (Contact details at the bottom of this article.)
The report is based upon data captured through a data management platform across seven brands and five months.
It shows what brands can do, and should do, leveraging their own (and owned) first-party data.
I urge you to have a look at this table and think about it. It sums up success in digital lead generation a.k.a. performance advertising.
With a data management platform, Continue reading “Measuring success and performance in advertising”