Evaluating the impact of owned channels

Looks at why It’s important to incorporate owned channels into measurement frameworks in order to be able to give the best possible marketing investment advice to clients.

“Owned channels have been overlooked, and it’s time to change that,” declared Fiona Blades. Speaking at the IPA EffWorks Global conference (London, October 2023), the president and chief experience officer of MESH Experience reminded the audience of research presented a year earlier which demonstrated the impact of owned channels on brand equity.

In the UK retail banking sector, at least, owned channels had a bigger impact on brand consideration than paid and earned. And the purchase experience at a beauty retailer was shown to affect future brand consideration.

A year on, and she’s back explaining just what constitutes an owned...

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