营销指标必须反映业务影响
这并不是营销人员有史以来第一次被要求证明其工作的影响力，远非如此。数据量的增加、数据源的增多、合成数据的兴起，以及人们对您展示数据业务相关性的能力的期望都在急剧上升。
This means going beyond ‘data-driven’ decisions when building your ROI strategy. You must have the right data at every step of the customer journey. And just because metrics are easy to capture, that does not mean they are the right metrics to use. Instead, they should be those that are tied to market performance and are incrementally valuable to one another.
缩小成果与战术之间的差距
Nielsen’s latest Annual Marketing Report found that global marketers’ top priorities for 2024 are long-term and full-funnel ROI. However, 70% of these same marketers said they plan to increase their performance marketing spend and reduce their brand-building investments.
营销人员的目标与实现目标的策略之间存在明显差距。我认为这是对衡量标准的误解造成的。如果您只根据底线的变化来衡量投资回报率，那么您可能会错失更大的机会。事实证明，过于关注短期回报会损害你在未来提高收入的能力。因为就像消费者和用户有自己的轨迹一样，您的投资回报率也有自己的轨迹。
绘制投资回报旅程图
没有方向，你也可以到达目的地，但需要花费更多的时间和精力。结果也是如此；当你有一个全面的计划时，结果就会一直成功。但计划是不断变化的。
For much of the last decade, performance has been tracked at the channel level. Did we hit our impression targets? Did we shrink the costs per click? Did we improve our bounce rate?
这种方法在两个方面都失败了：
1. It confuses engagement for impact
2. It doesn’t reflect the consumer journey
投资回报率无法通过渠道层面的一系列数据点来跟踪。要实现真正的全渠道投资回报率，首先要统一目标，从一开始就定义关键绩效指标（KPI），反映消费者的行为轨迹，并了解一切是如何共同作用以实现结果的。
从第一个接触点到完善覆盖范围和频率策略，再到购买点及以后，你不仅要绘制消费者行动图，还要绘制沿途的影响图，以便了解在每个接触点真正起作用的是什么。
For example, top of funnel and bottom of funnel KPIs can often appear to be at odds. Perhaps the keyword search volume is high, but it’s not translating to pageviews. This is too narrow of a view. Instead, look at the bigger, cross-platform picture. Is the lead volume up? How are those leads contributing to the pipeline? By zooming out to look at the bigger picture, a more consistent story should emerge.
规划您的投资回报旅程必须先于其他任何事情，因为您不可能总是追溯性地衡量结果。如果从一开始就不计划衡量品牌提升和销售额等关键绩效指标，就根本无法衡量它们。而且，即使您可以进行追溯性衡量，对于大多数团队来说，这也是一项艰巨的工作。
了解并报告正确的衡量标准
When trying to determine what metrics reveal impact, I’ve found this question to be a helpful litmus test: Will the results be compelling to your CFO?
营销人员经常关注印象、频率、点击和下载等指标。虽然这些指标很有价值，但对首席财务官来说却很少有实际意义。相关性对财务人员来说才是最重要的，而营销人员则要为他们画出连接线。
This doesn’t mean you need to stop tracking things like likes, clicks and listens; they’re a valuable gut check. But they shouldn’t be the foundation for strategic reporting.
对于广告业来说，这是一个特别具有挑战性的季节。我们都不得不面对来自方方面面的变化。随着购买途径不断分叉，影响力仍然是一盏指路明灯。只要你知道在哪里可以找到它。
For more insights on how to sharpen your ROI strategy, download the Nielsen’s 2024 Annual Marketing Report.
