Use this lesson to:
- Adopt a cross-channel measurement approach that aligns with a business goal.
Consider your approach
Once you have a sense of the metrics available to you across channels, consider how you might determine your cross-channel measurement approach based on your business goal.
Conduct an experiment to quantify the incremental impact of one or more channels. (Note: The incremental impact for a given channel may differ from what you see attributed to that channel. This is typically due to underlying flaws in your attribution model.)
Refine your approach
- Experimentation is necessary to determine which channels drive results for your business.
- Incremental impact of each channel must be measured to guide marketing decisions.
- Incremental impact of a channel may not align with attributed impact of the channel. Use incremental impact as the source of truth.