June 2019 - Posted at thinkwithgoogle by Matthew Taylor, Baptiste Tougeron, Ludwig Brütting, Jonas Christensen: We are pleased to launch a paper, aimed at measurement experts, which highlights three of the biggest challenges around measuring the brand and sales impact of marketing:
- Incrementality: proving cause and effect
- Measuring the long term, today
- Unified methods: a ‘theory of everything’
It outlines why it is important to solve these challenges; where we think the industry cutting edge is on each one; and suggests some areas to explore just beyond the cutting edge.
You can download the paper here.
It should take about 10-15 minutes to read the executive summary and about 60-90 minutes to read the whole paper.