Marketing attribution: TV and online video measurement for a beverage brand

Leslie Wood
NC Solutions

Successfully measuring the effect of advertising on sales has to be more than just the last touch or the last click and should cover all measured exposures and their impact on offline sales. This article shares a case study for measuring cross-media sales effects for a beverage brand campaign.

Precise attribution fuels effectiveness

This article is part of a collection of pieces on marketing attribution. Read more.

NCS's measures have never been the last touch or the last click, but rather all measured exposures and their impact on offline sales. We have conducted over 2,500 digital, over 150 TV, over 50 magazine and 10 radio Sales Effect studies. Recently we began measuring Cross-Media Sales Effects. This explains the process and shares a case study for a two-month, second-quarter 2014 campaign for a beverage brand.