Indirect impact of marketing

Marketing Analytics for Business

Sarah DeAtley

Principal Data Scientist

What is Direct impact in marketing analytics?

"Direct" means data that shows a customer directly took action on an ad via a click event.

image showing a mouse and keyboard

1 "Just one click away..." by mripp via flickr
Marketing Analytics for Business

What is Indirect impact in marketing analytics?

image of Times Square numerous video ads

  • Seeing ads can increase brand engagement overall

Indirect: interaction with an ad is not observed in the data

  • Also called "view-through" impact
1 Dennis Maliepaard on Unsplash
Marketing Analytics for Business

Examples of Direct channels

 

Direct channels are ones we access digitally and click on.

  • Paid search ads (search results via Google or Bing)
  • Social media ads (Instagram, Facebook, LinkedIn, etc.)
  • Sponsored content (articles / posts)

 

icons for different devices like mobile, laptop, and desktop

Marketing Analytics for Business

Examples of Indirect channels

 

 

icons for radio, tv, billboard, bus, mailbox, microphone, and newspaper

Ads we listen to or watch and cannot click:

  • TV
  • Radio
  • Podcasts
  • Billboards
  • Public transportation
  • Direct mail
  • Print newspapers

  • Tend to be higher cost than Direct

  • Measuring efficacy is key

Marketing Analytics for Business

Clickable Indirect impact: display advertising

 

  • Display banner clickthrough rates are usually <1%

  • Negligible impact on clicks = Indirect

  • Radio and TV are migrating to digital ads on streaming platforms

 

image showing various display ad placement options

1 200 Degrees from Pixabay
Marketing Analytics for Business

Time to try it out!

Marketing Analytics for Business

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