Digital marketing is far from perfect in terms of measurement and execution, but there are a number of solutions that marketers can adopt to maximise their return on investment (ROI), according to a leading industry figure.
Gian Fulgoni, co-founder and executive chairman emeritus of comScore,highlighted four particular areas where marketers need to take care, which he outlined in an article for Warc’s ongoing Best Practice series.
Starting with click rates on display ads, Fulgoni said: “Clicks today are at best an incomplete – and at worst a misleading – effectiveness metric.”
He said that instead of using click-through rates, which have been shown to have no statistical relationship with campaign effectiveness, it is far better to measure directly the attitudinal and/or behavioural changes that occur among consumers exposed to a digital display ad campaign.
Bron en volledig bericht: Warc