Post by account_disabled on Feb 20, 2024 10:15:09 GMT
The its worth noting that some methodologies place as much as of the enterprise value of even some large companies in the value of their brands Image source My colleague Tom Capper has written about a variety of ways to measure changes in brand awareness which attacks a good chunk of the second challenge. But challenge remains how do we figure out what its worth to carry out some marketing activity that changes brand awareness or affinity In a recent post I discussed different ways of building marketing models and one of the methodologies.
I described might be useful for this namely socalled topdown modelling Greece Mobile Number List which I defined as being about percentages and trends as opposed to raw numbers and units of production. The topdown approach Ive come up with two possible ways of modelling brand value in a transactional sense . The Sherlock approach When you have eliminated the impossible whatever remains however improbable must be the truth. Sherlock Holmes The outline would be to take the total new revenue acquired in a period. Subtract from this any elements that can be attributed to specific acquisition channels whatever remains must be brand. If this is in any way stable or predictable over multiple periods you can use it as a baseline value from which to apply the methodologies outlined above for measuring changes in brand awareness and affinity.
Aggressive attribution If you run normal firsttouch attribution reports the limitations of measurement clearing cookies multiple devices etc mean that you will show firsttouch revenue that seems somewhat implausible e.g. email email surely cant be a firsttouch source how did they get on your email list in the first place Click for a larger version In this screenshot we see that although firsttouch dramatically reduces the influence of direct for instance it still accounts for more than of new revenue. The aggressive attribution model takes total revenue and splits it between the acquisition channels unbranded search paid social referral.
I described might be useful for this namely socalled topdown modelling Greece Mobile Number List which I defined as being about percentages and trends as opposed to raw numbers and units of production. The topdown approach Ive come up with two possible ways of modelling brand value in a transactional sense . The Sherlock approach When you have eliminated the impossible whatever remains however improbable must be the truth. Sherlock Holmes The outline would be to take the total new revenue acquired in a period. Subtract from this any elements that can be attributed to specific acquisition channels whatever remains must be brand. If this is in any way stable or predictable over multiple periods you can use it as a baseline value from which to apply the methodologies outlined above for measuring changes in brand awareness and affinity.
Aggressive attribution If you run normal firsttouch attribution reports the limitations of measurement clearing cookies multiple devices etc mean that you will show firsttouch revenue that seems somewhat implausible e.g. email email surely cant be a firsttouch source how did they get on your email list in the first place Click for a larger version In this screenshot we see that although firsttouch dramatically reduces the influence of direct for instance it still accounts for more than of new revenue. The aggressive attribution model takes total revenue and splits it between the acquisition channels unbranded search paid social referral.