If there’s a common thread in the big marketing stories of the last few years, it’s that wins and losses are measured in terms of business outcomes, not media consumption metrics. Of course, one doesn’t go without the other, but too many marketers are absorbed by what’s right in front of them—their media plans and channel selections—and end up missing the big picture.
营销人员如何才能增强他们的信心？
重新审视营销在组织中的作用
首要任务是就公司的目标达成共识。这听起来显而易见，但这种反思却经常被忽略。这不仅需要营销人员在日常的疯狂工作中暂停一下，而且从历史上看，将营销方法和指标与业务目标保持一致也是一项挑战。
Are you trying to launch a new product? Raise your brand’s profile and improve its reputation? Acquire new customers or a new type of customer? Build loyalty and long-term value among existing customers? Boost sales or profits? At Nielsen, we’ve talked to hundreds of marketers and analyzed thousands of campaigns, and found that the most effective marketers are those who can develop campaigns that align squarely with the company’s business objectives, and measure success with metrics the C-suite can understand: not views, clicks, or likes but outcomes-minded metrics like lead conversions, cost per lead, return on ad spend (ROAS), long-term ROI and brand equity.
短期价值与长期价值相结合
将您的目标与业务成果相结合固然重要，但也不要忽视覆盖范围和频率作为漏斗基础的作用。营销人员需要在漏斗的正确时刻，以正确的频率，向正确的人传达正确的信息，以创造有影响力的时刻。
要有效地做到这一点，就需要采取一种全面的方法，既包括短期的胜利，也包括长期的品牌建设。我们的研究表明，有些渠道确实擅长品牌建设，而另一些渠道则擅长销售转化，但同时擅长这两方面的渠道却寥寥无几。线性电视、数字展示和社交媒体是例外，但如下图所示，即使是这些多用途渠道，也只有一半的效果优于平均水平。
在预算紧张的情况下，我们可能会倾向于选择那些能够快速见效的渠道。但是，如果没有始终如一的上层渠道营销，这样做可能会带来长期的后果。
Nielsen research has found that ongoing marketing efforts account for 10%-35% of a brand’s equity. And the ROI norms database in Nielsen Compass highlights how the long-term impact of media can even double the impact of media spend, particularly for channels like TV and digital video.
Brand building does more than just seed long-term sales. It also moderates the cost of new customer acquisition. That’s why you need to measure it all—all channels and the full funnel—so you can plan your media strategically to drive those predetermined KPIs.
消除孤岛，有效优化
For busy marketers, it’s often easier to keep media measurement separate than attempt to cobble it all together themselves. We estimate that only 28% of marketers today combine data from digital and traditional channels to evaluate the ROI of their marketing investments.
此外，如今许多营销团队仍然按照数字渠道和传统渠道，或按照绩效营销和品牌建设职责进行分裂--创意和分析、内部和外部代理公司、国内和国际团队都朝着不同的方向发展。
这种各自为政的做法无法结合漏斗指标对到达率和频率进行衡量（和重复）。如果不优化从首次接触点到购买点的整个消费者旅程中的营销活动效果，您可能会因为向错误的受众发送信息而浪费广告费用，或者更糟糕的是，因为在所有平台上对受众狂轰滥炸而损害您的品牌。
接受全面衡量
没有捷径可走：为了真正协调短期目标和长期目标，如今的营销人员需要结合多种渠道，找到最适合其业务需求的媒体组合。为了衡量他们在众多平台上的营销投资回报率，他们需要准确计算跨媒体的覆盖范围和频率。如果您不知道谁看到了您的营销活动，或者如果您不相信这些数字，您就无法优化业务成果。
Holistic measurement of reach and frequency—comprehensive, independent and deduplicated—is at the heart of Nielsen ONE, the industry’s most reliable cross-media planning solution. Outcomes measurement in Nielsen ONE enables a unique view of how brand metrics and sales metrics interact so marketers can create tactical media strategies and optimize campaign performance.
