Evolving Beyond MMM and MTA with Unified Commercial Decisioning
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ROI Genome - The New Omnichannel
ROI Genome Marketing Intelligence Report: The New Omnichannel – Clicks, Bricks and Everything in Between, documents the rise of “omnichannel” – the effect of consumers being exposed to marketing in one channel and buying in another. The analysis also measures the drivers of store traffic and drivers of web traffic. The findings include a look at Amazon paid advertising, showing that up to 70% to 90% of the impact of Amazon display ads actually drives non-Amazon sales.
The report’s message is clear: holistic measurement is a must as no channel is a vacuum. Online media can drive brick and mortar sales, offline media can boost online sales and Amazon advertising can drive sales beyond that platform.