If you ever ran advertising campaigns across different channels (TV, print, online, mobile etc) then you probably wanted to analyze them together and really understand how the different channels impact each other. But our guess is you weren’t able to do so. We’re happy to announce that those days are gone. Today you can make a first step towards that goal by holistically analyzing your search and display campaigns. Curious to know what and how? Then read on…

Holistic campaign analysis across search and display campaigns has two key components: path to conversion analysis and cross channel synergies. The first component, path to conversion analysis, requires you to neglect the last ad or last click conversion attribution methods and start assessing all the branding events in the consumer pathway that you have overlooked so far. The last ad or last click methods are flawed and artificial since it’s clear that each consumer’s exposure to an ad (whether it happens offline or online) has some level of contribution to the consumer’s conversion at the end of the path. If you have the consumer’s path to conversion data, then don’t settle on the last ad or last click methods just because it’s easy and quick. If you don’t have that data, then go and get it.

Got it?  For the next step, click here to download the full marketing note on cross channel campaign analysis.

Ronnie Lavi | Manager, Product Planning and Business Development