Marketers have long questioned whether all their efforts across paid, owned and earned media eventually lead to sales. Companies such as Procter and Gamble want to be aware of that so as to compare and contrast the return on investment for different media platforms from the sales point of view, because there are already a lot of other KPIs of paid, earned, and owned media.
Maggie Wang, VP of ecommerce at Admaster, emphasised the value of the firm's POES (paid owned earned sales) solution, in partnership with Alibaba's opening up of data, that can quantify the impact of advertising exposure on long-term or cyclical purchasing cycles.
From the measurement of traditional advertising, marketers can understand how many people are watching their ads, and how many people are clicking on their ads; but they have been unable to assess how many sales transactions were attracted.
Now, they can analyse the impact of branding on ecommerce platforms that brings real sales conversions, and at the same time, through the analysis of consumer behaviourial data, to further optimise the front-end marketing strategy, Wang said.