For marketers today, building brand awareness is a top goal, but many fall short when it comes to measuring its impact. And if you’re only measuring half your funnel, you’re likely under-funding channels that are more effective for brand-building. In fact, channels rarely perform well on both sales and brand outcomes—Nielsen Marketing Mix Models find this only happens in 36% of cases.
为了全面了解业绩，营销人员需要对销售和品牌指标进行衡量和优化。对于能够将全漏斗数据转化为可操作见解的营销人员来说，付出是值得的。为了进一步了解全漏斗营销对投资回报率的影响，我们最近采访了亚太区绩效衡量副总裁 Abhinav Maheshwari。在我们的讨论中，Abhinav谈到了仅对销售进行衡量的危险性，以及品牌建设对长期转化率的益处。
For additional insights, download our 2022 ROI Report.
