#199: Media Measurement Revisited: Matched Markets, Media Mix, and More with John Wallace
The Analytics Power Hour
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The Third Rail of Marketing - Branded Search
The third rail of marketing is the branded search husband, you know. Sometimes people have underspent on it, and sometimes people are dramatically overspin on it. And that's going to vary from brand to brand. We just put it under the exact same lens as every other channel - let's find the point that we can spend where our last dollar is covering itsown cost. It's no different. As you move out of impression based media, the amount that you're spending doesn't have as much as an effect on the price. With click base media, the more you spend and the more you're willing to spend in the auction, the more your unit price goes up. All right
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