Marketers are spending more on media than ever before. And as critical partners to brands, agencies are under a lot of pressure to quickly separate effective and ineffective strategies, share those insights with clients, and guide them towards improved performance. To truly maximize the impact of your efforts and help clients grow their brands, it’s crucial to aggregate performance data for a bird’s eye view then slice and dice down to more granular insights (and everything in between).
This Beckon “how-to” covers 6 key questions you can ask to determine whether media dollars are being spent wisely (or not!), what metrics best diagnose performance, the best visualization to answer the business question, and how to act upon the resulting insight. You’ll learn how to get to the bottom of these burning questions and more:
- What is the ROI of our media buys? How is that changing over time?
- Are we allocating the most spend to the highest-performing creative?
- Which campaign is most efficient at generating impressions, engagements, conversions, etc?
If you’re responsible for managing multi-channel media investments, this quick-hitting guide is a must-read.