营销预算一直以来都受到严格审查，但大流行病的到来及其在近两年后的存在，继续凸显了高效和有效支出的必要性。反过来，这也加强了准确和全面衡量的重要性，尤其是在品牌增加使用新平台和渠道进行营销的情况下。
In addition to navigating new platforms and channels, marketers have notably increased their spending this year, mostly across mass reach channels (after a pullback during the first half of 2020). That spending aligns with sentiment from marketers surveyed for Nielsen’s 2021 Annual Marketing Report who cited customer acquisition and brand awareness as their top priorities. In retail for example, brands began significantly amplifying their ad spending last October.
As spending increases, so does the focus on tracking ROI. And unlike digital, conversion-oriented marketing efforts, which can be measured with modern martech solutions, mass reach efforts are often viewed by marketers as more challenging to correlate with actual long-term sales. And while Nielsen’s experience base shows that on average, a 1-point gain in brand metrics such as awareness and consideration drives a 1% increase in sales, marketers surveyed for our annual marketing report aren’t confident in their existing marketing technology. Across brands with small, medium and large budgets, confidence in existing martech averages 16.7%. Importantly, the introduction of new platforms, devices and channels—along with enhanced privacy considerations and the depreciation of third-party identifiers—increases the complexity that martech solutions need to account for.
随着复杂性的增加，尼尔森认为品牌应关注三大支柱：
- 信任: Measurement that is from an independent third party (not a media seller) and funded by the advertiser (lending full transparency to the advertiser directly) is critical.
- Comparability: For the largest components of a media budget, brands need to be able to accurately compare channels with consistent methodology to facilitate a clear understanding of relative performance.
- Adaptability: For the largest components of a media budget, brands need to move from measuring what happened at the executed level—to what could be achieved. This will help brands improve instead of simply validating that marketing strategies are working sufficiently. For the smaller components of media budget, brands will need a way to test and learn to ensure that successes can be scaled and investments in shortcomings can be appropriately limited.
测量是相对于目标而言的。因此，没有放之四海而皆准的衡量解决方案。随着媒体选择的增多，市场营销技术解决方案也随之增多，这可能会造成更多的混乱，而不是更加清晰。在衡量能力方面，营销人员告诉我们，他们对衡量认知度、全渠道投资回报率和多接触归因（MTA）最没有信心。
在成功的三大支柱基础上，营销人员应利用有助于在所有渠道（包括不太开放的数字渠道（如围墙花园））进行重复测量并产生可比指标的解决方案。
Further, they should ensure that solutions allow them to remix their investments instead of validating that some channels are working and providing lift. For example, averaged data from Nielsen Total Media Resonance shows that the channel that gets the most investment will produce the highest lift approximately 70% of the time. At the same time, there is a limit to which that channel will continue providing lift. Only 4% of the time is it the best channel to continue investing in.
营销人员对全渠道投资回报率衡量缺乏信心并不奇怪，因为标准解决方案并不能在同一解决方案中对上层和下层渠道的营销工作进行考量。在可比性和适应性的基础上，营销人员应该接受近期销售和品牌知名度的双重需求。
要解决这一双重问题，我们认为营销人员有两个立竿见影的解决方案：针对短期和长期投资回报率开展 MMM 研究；和/或执行顺序优化。对于 MTA（另一个首要挑战），营销人员应确保其归因解决方案仔细考虑整个消费者旅程，而不是只关注第一个或最后一个点。根据适应性原则，营销人员需要不断重新评估他们的 MTA 平台，以确保这些平台在数据可用性方面能够顺应市场的主流趋势。
与大多数营销挑战一样，有了数据，衡量就变得更容易管理；数据要全面、具有可比性，并能适应行业的发展，包括与隐私和平台扩散相关的发展。
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