Understanding consumer behavior across their path to purchase can be a game-changer. In a previous episode, we looked at the ability to measure path to purchase with Amazon Marketing Cloud (AMC) and how it's calculated.
In this episode, Gloria Steiner and Andrew Fox share the step-by-step process of how to measure the impact of your advertising efforts on consumer behavior across the purchase journey. The process involves 3 steps:
- Determine the metric you want to measure.
- Establish a baseline to measure against.
- Following the campaign, analyze data and draw conclusions.
Once you have a baseline, the opportunities of what you can measure are pretty endless. To help, we're sharing two examples that we see most frequently, including measuring the impact of an ad strategy on driving subscribe and save (SNS) activations or understanding which branded search terms grow following an upper funnel campaign.
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