Marketers have entered an age of uncertainty, facing more roadblocks to measurement than ever before. The media landscape is becoming increasingly complex, with the explosion of different channels and data sources posing measurement challenges.
In parallel, data privacy and security have become top of mind for consumers, ad tech companies and governments over the past few years. With new policies around consumer data protection and privacy, fewer common advertising identifiers like third-party cookies and mobile ad IDs will be available to marketers.
These shifts make marketing measurement harder. So, how can marketers adapt and drive more ROI in today’s climate?
Les spécialistes du marketing qui disposent de données de première main sur les résultats et qui travaillent en partenariat avec Nielsen se concentrent sur ces quatre domaines importants lorsqu'ils évaluent le marketing afin d'obtenir un retour sur investissement
1. Mesurer avec une précision maximale
In the age of addressable advertising, you should use precise, privacy-centric person-level data to identify and invest in top-performing campaigns to maximize your ad spend instead of using aggregate-level data. Importantly, the absence of cookies does not leave marketers without access to high-quality person-level data. In fact, this type of data will be critical for marketers looking to develop more personalized experiences for actual consumers.
By leveraging person-level data instead of aggregate data, Nielsen studies found you can expect 5% more revenue from your digital investment.
2. Identifier les informations granulaires exploitables
It’s important to model and optimize based on the actual level you buy media at (e.g., down to the keyword) to ultimately plan and buy media that generates better results.
Nielsen a découvert que l'optimisation des campagnes à un niveau granulaire plutôt qu'à un niveau plus large peut permettre de multiplier par 6 l'acquisition de nouveaux clients.
3. Améliorer votre agilité en matière de marketing
Réagissez rapidement aux changements externes en utilisant des données mises à jour aussi souvent que quotidiennement pour optimiser vos campagnes en vol et obtenir des résultats plus rapidement.
Rather than relying only on outdated data post-campaign for your next campaign planning, Nielsen realized you can increase your revenue by 16% by continuously optimizing campaigns in-flight.
4. Déployer l'optimisation automatisée
Optimisez vos allocations budgétaires grâce à des flux automatisés qui alimentent directement votre plateforme d'achat média - aussi fréquemment que quotidiennement - pour accélérer la croissance.
Nielsen’s research found automated feeds that can send optimized allocations directly to your media buying platform daily can drive 20% improvement in ROI by enabling more conversions for the same spend.
Agir
With the ingredients for success above, you can quickly react to the rapidly changing environment to optimize your campaign performance and ultimately increase your ROI with Nielsen Attribution.
Source : Recherche d'attribution interne de Nielsen
