But sometimes (or many times) you can't skip to "just the outcomes." Any marketing plan has multiple tasks to accomplish, and so the corresponding media plans also have multiple jobs to do. If everyone just competes entirely on outcomes, the incumbents just win every time.
I find that once you inject "causation" into a discussion with performance folks, the models fall down quite quickly. It is really easy to take credit for driving business outcomes that were actually organic outcomes. Proving that the ad exposure caused the outcome (or influenced it) is often an after thought.
As with most things, it’s rarely either/or, and more ‘and’. What I mean by this is that ‘currency’ is measuring inputs and is critical to ensure the buyers are getting what they’ve contracted as they push to control reach and frequency of ads to users. AND they want more data on measurement. Marketers used to get that measurement annually, now there is tremendous opportunity for more (and faster) signals that inform ROI and reshaping their buys.
But sometimes (or many times) you can't skip to "just the outcomes." Any marketing plan has multiple tasks to accomplish, and so the corresponding media plans also have multiple jobs to do. If everyone just competes entirely on outcomes, the incumbents just win every time.
I find that once you inject "causation" into a discussion with performance folks, the models fall down quite quickly. It is really easy to take credit for driving business outcomes that were actually organic outcomes. Proving that the ad exposure caused the outcome (or influenced it) is often an after thought.
As with most things, it’s rarely either/or, and more ‘and’. What I mean by this is that ‘currency’ is measuring inputs and is critical to ensure the buyers are getting what they’ve contracted as they push to control reach and frequency of ads to users. AND they want more data on measurement. Marketers used to get that measurement annually, now there is tremendous opportunity for more (and faster) signals that inform ROI and reshaping their buys.