Why is it important to adopt holistic measurement for marketing ROI?
Let’s dive into insights from Think with Google and my personal experience.
1. Limitations of Ad Measurement Tools — and the Solution:
“The limited visibility is because campaign measurement tools are typically set up to evaluate last-click attribution. This means they can’t account for the impact of media investment across the entire customer journey, which is often complex and spans channels, both online and offline, and paid and organic interactions.” ~ Google
From my experience, focusing only on the final campaign numbers gives an incomplete picture. It’s far more impactful to invest marketing efforts across the entire customer journey.
2. Holistic Measurement is the Key:
“Holistic measurement solutions let brands gain robust insights across more metrics and make well-informed business decisions. Performance-driven brands are using holistic measurement tools to gain visibility into their campaign’s true impact and to optimise returns.” ~Google
Personally, combining CRM data, Google Search Console, Google Analytics Attribution Paths, and traffic source analysis gives a far more accurate view of what’s working and where to invest next.
3. Impact of Brand Campaigns Combined with Performance Campaigns:
In a case study shared by Google, Ajio discovered that when users were exposed to both its brand and performance campaigns (as opposed to just performance), it achieved a 55% higher conversion rate and a 61% higher open rate on its app.
I’ve seen the same in my own campaigns — a combination of brand + performance consistently drives better results than running either in isolation.
To identify which touch points to invest in, ask these million-dollar questions:
- Where are my customers?
- Which platforms do they spend time on?
- Where do they go to solve their problems?
Investing in those platforms is key to ROI-driven, customer-first, holistic marketing.