The fragmented media landscape and sheer volume of new platforms, channels and services has made tracking ROI increasingly complex for marketers. And, while technology to engage, measure, optimize and prove ROI has never been more plentiful, only 54% of global marketers say they are confident in their ability to measure full-funnel ROI.
鉴于消费者数据来源的不断扩大，我们不难理解为什么营销人员很难从往往是不同的数据集中获得洞察力。为了消除数据噪音，我们总结了六条建议和最佳实践，供您利用数据的力量提高投资回报率。
技巧 1：改进目标定位，提高投资回报率
Trying to stretch your marketing budget to cover the constantly expanding media landscape is a challenge. That’s why it’s important to understand the unique reach and frequency of your advertising campaigns across publishers and platforms. According to 尼尔森数字广告评级 (DAR), nearly 40% of digital advertising budgets are wasted on the wrong audiences, and targeting efficiency is a strong indicator of ROI performance.
In a data-driven marketing era, leveraging in-flight indicators to optimize your campaign in near real time is the key to reaching more of your target audience, and increasing ROI. Nielsen recently conducted an analysis to validate that if you deliver the right ad to the right audience, you will improve your ROI, confirming that audience metrics are an early indicator of campaign performance.
在这项研究中，我们发现向目标受众（左下组）投放较少广告的广告合作伙伴每花费 1 美元的平均投资回报率为 0.25 美元，而向目标受众（右上组）投放较多广告的广告合作伙伴每花费 1 美元的平均投资回报率为 2.60 美元。
秘诀 2：衡量并最大限度地利用品牌指标
Building brand awareness is the top objective for global marketers in 2022, and it’s easy to see why: Nielsen data shows that, on average, a 1-point gain in brand metrics such as awareness and consideration drives a 1% increase in sales. What’s more, awareness and consideration growth improve conversion-oriented marketing efficiency.
但如今的品牌经常衡量媒体对销售的影响，却很少衡量媒体对品牌的影响。这是很危险的，因为渠道很少同时在销售和品牌结果上表现出色--事实上，只有 36% 的情况是这样。要充分挖掘营销活动的潜力，营销人员必须使用多种渠道组合，以推动漏斗两端的发展。
For additional insights, download the Nielsen 2022 ROI Report.
面对通胀压力，利用奖励和促销来实现短期销售提升的做法很有诱惑力。但重要的是要记住，投资回报率是一个长期的游戏，在短期提升与持续品牌建设之间取得平衡的媒体计划将实现更好的效果。
Running marketing mix models (MMMs) will help optimize channel mix for short term-sales, and a second analysis can then be done to optimize channel mix for awareness or other upper-funnel metrics. This approach addresses the need to meet short-term sales goals while seeding long-term growth through brand building.
技巧 3：利用创意推动销售
在日益碎片化的媒体环境中，消费者看到的广告过于杂乱无章，要获得并保持他们的注意力，往往需要卓越的创意。
A recent Nielsen study, commissioned by Meta, examined three years’ of marketing mix modeling data for 41 brands across a wide range of CPG categories and found that campaigns with high-quality creative achieved 35% greater effectiveness.
秘诀 4：新媒体=新的参与方式
随着消费者可以使用大量新媒体平台和形式，营销人员与潜在买家接触的方式比以往任何时候都要多。对于每一种新的营销渠道，归因和优化对于确定哪种形式能带来最大的投资回报率至关重要。
Brands that are investing in newer media and formats are seeing big returns. For example, a Nielsen and Snap study found Augmented Reality ads drove substantially higher ROI than other media, and a Nielsen study with TikTok found brands executing multiple ad formats for their TikTok campaigns drove as much as 12% higher return on ad spending, compared with brands that focused only on an individual ad format. Nielsen’s 2022 ROI Report shows that podcast ads, influencer marketing and branded content ads are also impactful at driving brand metrics.
秘诀 5：优化跨地区支出，提高投资回报率
品牌通常认为，投资回报率低意味着应该减少支出。然而，事实可能是品牌花费太少，无法实现突破并产生影响。尼尔森的《2022 年投资回报率报告》发现，50% 的媒体计划投资不足，中位数为 50%。但是，如果营销团队投入理想的资源量，他们的投资回报率可能会跃升 50%。
如果按地区细分绩效，差别会更大。在我们研究的所有地区中，尽管有 57% 的计划显示投资不足，但北美地区的投资回报率水平最高，因此对于大多数品牌来说，北美地区是机会最大的地区之一。拉丁美洲也有巨大的机会，一半以上的计划显示投资不足，缩小差距将带来巨大的投资回报率上升空间。
与此同时，欧洲品牌最不可能对媒体投资不足，但其投资回报率却是所有地区中最低的。这些品牌应投资于精细分析，帮助他们发现提高投资回报率的机会，使其更接近世界其他地区的水平。
秘诀 6：利用多个数据集深入了解情况，提高性能
最有效的营销策略结合了行为数据和上下文数据的力量，以推动最高的投资回报率。通过用高质量、确定性来源的行为数据补充上下文数据，营销人员可以更有效、更高效地开展营销活动。事实上，根据尼尔森的归因规范，使用行为定位向受众投放的印象所产生的投资回报率高于仅使用上下文定位投放的印象所产生的投资回报率。
一劳永逸 "的营销活动已经一去不复返了。为了跟上瞬息万变的消费者胃口，品牌需要适应性战略，能够随着受众行为的变化而灵活调整。与大多数营销挑战一样，有了正确的数据--以及帮助将数据转化为可行见解的正确工具，衡量渠道效果和优化营销活动就变得更加容易管理。
