Best Practice Report

Give Your Media Analytics Strategy An Omnichannel Upgrade

Embrace A Customer-Centric Analytics Equation To Manage Omnichannel Media

July 20th, 2022
Tina Moffett, Principal Analyst
Tina Moffett Principal Analyst
With contributors:
Emily Collins , Kelsey Chickering , Joanna O'Connell , Benjamin Nagle , Christine Turley

Summary

B2C marketers use media analytics to evaluate and optimize media and targeting strategies within specific channels, publishers, and distributors. Tried and true media analytics approaches, like analyzing reach across audiences or measuring recall for television ads, do not consider the explosion of emerging media outlets and consumers’ cross-platform consumption behaviors. Upgrading to an omnichannel media analytics framework that combines media performance and audience insights will lead to more precise predictive media planning, better ad management, more effective targetable audiences, and efficient cross-platform media spending.

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