Marketing Measurement Evolves:
Why You Should Care About Multi-Touch Attribution

Conversion Rate Optimisation Icon. Business Concept.  Isolated illustration.

Today’s post is courtesy of Jim Spaeth and Alice K. Sylvester of Sequent Partners.

“ROI.” “ROI.” “ROI.” whined Jan Brady.

Ok, maybe not, but you can’t go too far these days without encountering the term Return on Investment. ROI performance is on everyone’s mind – auto dealers, big retailers, movie companies … all of radio’s advertisers.

But just as we wrapped our heads around the advanced math of econometric marketing mix models, the measurement world changed. Today, the venerable, powerful marketing mix models are considered too slow, too macro and too backwards-thinking for most marketers. They need tools that are more granular and more comprehensive – tools like they have in digital, where they can attribute sales to digital touchpoints and map a consumer’s journey from search to website to reviewers’ blogs to Facebook to Amazon.

Attribution modeling is leaving the digital ecosystem and will play a key role in cross-platform ROI analysis. It’s a very hot topic full of promise and right now, some bluster.

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Why You Should Care About Multi-Touch Attribution”

Radio’s Place in the New Local Media
Advertising Marketplace

Driving on an empty road towards the setting sun and sunbeams to upcoming new 2017 year and leaving 2016 behind. Concept for success and passing time.

With only 9 weeks left before we bid farewell to 2016, we asked Mark Fratrik, Ph.D., SVP and Chief Economist with BIA/Kelsey to provide with us with radio’s outlook for 2017.

Where do local radio stations stand in the new local media advertising marketplace, especially compared to their traditional and online/digital competitors? According to the recently published 2017 BIA/Kelsey U.S Local Advertising Forecast, which provides a five year national forecast and 12 individual media forecasts, radio does reasonably well. The combination of online activities with the over-the-air advertising leads to a 10.5% share of the $148.8B local advertising pie in 2017.

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Advertising Marketplace”

Only 17 Days Left!

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In seventeen more days we’ll know who will be leading this country for the next four years.  As we approach November 8, there is still time for candidates to reach voters and particularly those that are still undecided.  Also, given the events that have occurred in the past few weeks, political advertising dollars have seen some shifts, but not with radio.

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Scale. Storyteller. Relationships.

"Digital portable clock radio with red illuminated lcd display. Radio has a wooden body, metallic buttons and antenna. Isolated on white background."

These are the words that have been used to describe radio by some of the most widely recognized national brands and large advertising agencies.  During the 40th Annual Fall Broadcast Management Conference and the 16th Annual Power of Urban Radio Forum, speakers and panelists discussed radio’s strengths, future as well as what radio can do to help advertisers address their challenges.

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Radio Connects and Colors

technology and lifestyle concept: Hipster with beard and checked shirt holding a smartphone with radio app on the screen

Over 247 million people tune in to radio every week.  Their reason for tune-in varies; it may be to find out about the weather or to get traffic and transit updates.  Whatever the reason, they all have one thing in common – they listen because of the connection they have with the radio station and the personalities on that station.  During Advertising Week, radio’s ability to “provide a personal connection with listeners that no one else does” and “color a blank canvas” for sports fans was discussed during two separate sessions: “Let Us Entertain You” and “Huddle Up – Radio Sets the Score,” each moderated by RAB president and CEO Erica Farber.

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