Data integration: Maximise media ROI
Henry EcclesGoogle EMEA
Spanish retailer PC City's data analytics showed that 10% of sales came from online research but purchased in-store, prompting a media review that gained a 6% sales uplift for the same spend
How to optimally allocate investments across media channels is the main goal of all business and is becoming increasingly complex. Traditionally, defining an optimal marketing mix has centred around a marketeers' knowledge and experience in their field, reinforced with analytics focused on the linear economics between ‘paid’ media and business success. In today's digital and data-rich world however, it's...