From the Archive: How to Measure Upper Funnel Marketing Channels

This week we’re taking time off to spend the holidays with our families so we’re republishing one of our top episodes from the archives. We hope you enjoy, and we’ll be back with new content next week.

There are more than 130 marketing metrics. But how many really determine marketing effectiveness? Especially for brand-building channels like TV, radio, and print advertising? In this episode, VP of Analytics Matt Hultgren joins Angela and Elena to discuss how measurement best practices have changed and the importance of using multiple models to understand marketing’s full impact.

Topics covered:

• [01:07] Why marketing measurement is so difficult
• [4:58] Why last touch attribution doesn’t tell the full story
• [11:10] How to set up a measurable TV test
• [16:21] Top-down vs bottom-up marketing measurement
• [20:27] CTV’s ongoing measurement challenges
• [24:35] The micro/macro/business measurement framework

To learn more, visit marketingarchitects.com/podcast.

Resources:
2023 The Chartered Institute of Marketing Article: https://www.cim.co.uk/content-hub/editorial/todays-top-five-marketing-challenges/


2021 Ruler Analytics Report: https://www.ruleranalytics.com/resources/attribution-reporting-analysis/


2021 Marketing Architects Article: https://www.marketingarchitects.com/blog/5-tips-for-measuring-tv-performance

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