许多营销人员在衡量全渠道效果时都是盲目的，从而错失了创收机会。
Nearly two-thirds of global marketers surveyed for Nielsen’s 2022 Annual Marketing Report say measuring full funnel ROI is extremely or very important, but only 54% are extremely or very confident in their ability to measure ROI properly.
Lack of confidence in full-funnel ROI measurement isn’t surprising, given that typical martech providers don’t account for both upper- and lower-funnel marketing efforts in the same solution. This oversight can be costly, as brand awareness is critical to hitting long-term goals. On average, a 1-point gain in brand metrics such as awareness and consideration drives a 1% increase in future sales, according to Nielsen’s research.
And if you’re only measuring half your funnel, you’re missing half the picture, as channels rarely perform well on both sales and brand outcomes—in fact this only happens in 36% of cases1. That means that about two-thirds of the time, a media channel will be weak for at least one of the two goals.
即使是以品牌塑造力著称的媒体：电视，也是如此。平均而言，电视是推动品牌提升最有效的媒介之一。然而，不同的活动类型，甚至不同的季节，效果也会大相径庭。例如，在 31% 的尼尔森营销组合全球研究中，我们发现电视的品牌提升效果低于平均水平。而在另外 45% 的研究中，电视则处于前 20% 的水平。影响结果的变量如此之多，这就不难理解为什么营销人员在努力寻找一个成功的漏斗公式。
But, as with most marketing challenges, measuring channel effectiveness and optimizing your marketing funnel becomes much more manageable with data. Take the case of channel spend: Without the benefit of data to help determine where dollars should be allocated, marketers will normally double down on the channel that received the largest investment simply because it also produced the largest lift. And, while Nielsen data shows that the most-funded channel will produce the highest brand lift about 70% of the time, it should only be the first channel to get incremental investment 4% of the time2.
为了提高每个渠道的有效性，并更全面地了解整个漏斗的表现，营销人员应该分别衡量漏斗的各个部分。因为漏斗上部的信息可能会提升品牌指标，而漏斗下部的信息可能会提升销售额，将两者混合在一个指标中可能无法为您提供调整支出以达到最大效果所需的信息。
运行营销组合模型（MMMs）有助于优化短期销售的渠道组合，然后可以进行第二次分析，优化认知度或其他上层渠道指标的渠道组合。这种方法既能满足短期销售目标，又能通过品牌建设实现长期增长。最后，营销人员应同时关注上层和下层渠道计划，并根据更大的组织目标对其进行权衡。
一个平衡的营销漏斗既能满足眼前的收入需求，又能实现长远的目标。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在未来取得更好的成果。
For more insights on how to grow brand and sales together, visit Nielsen’s new full-funnel marketing hub.
资料来源
1Nielsen Marketing Mix models
2Nielsen Total Media Resonance
