Use real-time ad tracking to fully capture all touchpoints

The article argues that traditional recall-based metrics for tracking advertising are inadequate for looking at all marketing activity, which increasingly matters as marketers make greater use of experiential marketing (events, trade offers, point-of-sale etc.).

Use real-time ad tracking to fully capture all touchpoints

Erminia Blackden

Campaign evaluation has, for too long, focused almost exclusively on the relative achievements of advertising. But it is only one part of the overall marketing mix. All elements need to be evaluated to truly understand the value of marketing investment.

As markets continue to commoditise and media fragments, more and more brands are increasing their investment in a broader range of marketing resources to tell their brand or product stories.

This broader marketing story includes elements that are paid for out of marketing budgets but do not necessarily conform...

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