The Evolution of Omnichannel Measurement

The evolution of marketing measurement is at the forefront of every marketer’s mind, especially with the rise of omnichannel and holistic marketing strategies. Marketers face unique challenges in measurement as channels, devices, and media proliferate. According to Deloitte, each household now has 22 connected devices, making it increasingly important for advertisers to reach and engage consumers across multiple devices.

As Srishti Gupta, director of media measurement at Amazon Ads, points out, “As customer journeys become more complex, measurement also becomes more complex.” Effective measurement depends on finding solutions to challenges created by fragmented channels, siloed signals, industry shifts, and changes to addressability. In a recent Unpacked guide by Digiday and Amazon Ads, the evolution of marketing measurement is explored, highlighting the challenges marketers face when it comes to measuring omnichannel campaigns and the steps teams can take to improve their strategies.

Gupta further emphasizes the importance of comprehensive measurement, stating, “Because none of these channels exist in a vacuum, it’s harder to understand what the full impact of a channel is because one channel will also contribute to actions that are taken elsewhere.” To truly grasp the evolution of marketing measurement, marketers must not only measure individual channels but also understand the interaction of those channels and how one influences another.

In an increasingly complex and fragmented media landscape, marketers need to adopt a measurement-first mentality and work with reliable technology partners to gather high-quality signals, provide actionable insights, and drive positive change. Accurate marketing measurement is essential for the future success of marketing efforts, and this guide offers valuable insights for marketers seeking to stay ahead of the curve.

Discover the intricacies of the evolution of marketing measurement and the keys to successful omnichannel campaigns in the original article: The Evolution of Omnichannel Measurement for Marketers.

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Because none of these channels exist in a vacuum, it’s harder to understand what the full impact of a channel is because one channel will also contribute to actions that are taken elsewhere.

Srishti Gupta, Director of Media Measurement, Amazon Ads

Citation: Ads, A. (2023, March 8). Unpacked: The evolution of omnichannel measurement for marketers. Digiday. Retrieved March 30, 2023, from https://digiday.com/sponsored/unpacked-the-evolution-of-omnichannel-measurement-for-marketers/