It’s easier to plan and execute brand and direct response campaigns in silos
Brand advertising is at the top of funnel, focusing on long-term intent, and Direct Response (DR) is at the bottom, focusing on short-term measurable gains. These two marketing efforts occupy two very distinct and discrete positions.
The metrics used to measure these initiatives reflect this disparity. They are different sides of the same coin with the same end goal, but suffer from disparate data used to inform and execute brand and DR campaigns.
Our Solution Quantcast Integrated Advertising
Moving beyond media metrics to business metrics
A CMO’s ultimate goal is to create value for their business and validate their marketing efforts, providing a comprehensive view of the consumer journey and quantifiable ROI on upper funnel investment. How did your brand campaigns impact lower funnel and bottom-line conversions? We believe planning and activation are most powerful when measurement and insights are integrated throughout the sales cycle.
Quantcast’s robust set of insights includes our Funnel Visualizer and Real-Time Brand Lift, which when paired with conversion and priming effect reporting, visualizes the sales funnel and shows overlap in these audiences. These insights are but a sample of the reports that prove out how an integrated audience approach drives lift in visitation and conversion.
Quantify the priming effect: the impact of upper funnel tactics on conversions. The Priming Effect showcase the overlap between Brand and DR, as well as the lift in visitation and conversion when DR is paired with Brand. This provides a full view of the audience journey across the entire funnel through intuitive visual insights.