Media measurement: Online and offline connectivity

Bryan Smith


The effectiveness of media channels can be distorted unless the relative contributions of offline and online channels to sales are measured, writes Bryan Smith

Measuring the sales lift and return on investment of media spend has always been a complex task, requiring specialist modelling skills. But, just as the media environment has become increasingly fragmented and the relationships between consumers and brands more intricate, the challenges facing practitioners in marketing effectiveness analytics have also multiplied.

The growth of the internet has proved to be a double-edged sword for judging media effectiveness. While providing hard sales response data, it has also made the sales contribution of offline media harder to evaluate as its interaction with, and contribution to, online response has to be measured across an increasingly diverse range of channels.