The "three-piece set" of actual effect measurement: global real data, so that the marketing effect "reveals its original shape"

Regarding media placement, what really confuses the brand is how much real exposure is there, and which groups of people and which contacts have the effect of planting grass? By looking at the beauty brand’s soft and hard voice investment on the mobile phone during the 618 period in 2023, and comparing it with the post-link behavior, this article hopes to provide insight and reference for brand launch optimization.

This article is selected from Spotlight China Focus - "Effect is King: The Benchmark Road for Chinese Marketers to Track the Cost Effectiveness of Channels" .

If you can't measure it, you can't manage it.

——Management Guru Peter Drucker

"Where does half of the wasted advertising money go?" This is a "famous problem" in the advertising marketing industry. Even today when data is king, it still plagues many marketers: How much real exposure is there for advertising? How many interest groups were generated? How to evaluate the soft advertising effect of social media? Can open screen ads bring grass...

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