Brands are having a moment. Many advertisers are shifting investment back up the funnel after realizing their performance-heavy investment strategies may have starved their brands of the reach and relevance needed to fuel future growth.
Savvy CFOs will demand a business case for the dollars invested in driving your brand. Here's how you can measure the impact of brand marketing investments on the business.
For example, media mix models (MMM) can capture brand media's impact on incremental traffic and revenue. Brands with first-party data can also feed customer data into those models to understand the impact on new customer acquisition.
Testing also works well to prove the value of brand investments. Effective experimentation in brand marketing often employs sophisticated test designs such as geo-matched markets and audience holdouts. These methodologies allow marketers to isolate.
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