DISQO

When marketers get too fixated on measuring short-term performance, they miss opportunities to capitalize on TV’s strength as a brand-building channel.

It has long been understood that brand is advertising’s most powerful driver of growth. Yet, in a marketplace worth more than one trillion dollars, less than 10% of digital campaigns track brand outcomes.

Pet food brand Nestlé Purina is using a combination of behavior data and survey data to peek into the lower funnel and get a feel for whether a lift in awareness translates to a potential lift in sales.

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Armen Petrosian, Co-Founder & CMO, DISQO. Vienna Pharaon, a marriage and family therapist, once wrote, “There are relationships that create so much safety that you no longer need to pretend […]