TECH BUYER Jan 2020 - IDC Perspective - Doc # AP43910419

Increasing Digital Advertising Effectiveness with Full-Funnel Measurements

By: Lawrence CheokSenior Research Manager, Daniel-Zoe JimenezAssociate Vice President, Digital Transformation (DX), Future Enterprise, and SMB, Sabrina TamayoProgram Manager


To engage with the future customer successfully will require organizations to provide empathy at scale. The use of digital technologies has changed consumer behaviors and their expectations about how organizations should interact with them. At the same time, the continued growth in consumer data and the adoption of digital advertising technologies also present opportunities. Marketers can now be more empathetic — responsive, precise, and relevant at an unprecedented level of scale in how they engage with their prospects and customers.

This report presents a framework for measuring and improving digital advertising effectiveness. In addition, the document addresses these questions:

  • How has the consumer's decision journey changed and how does this impact the marketer's advertising effectiveness?
  • What are the elements of a holistic marketing strategy that match the evolving nature of consumer journeys today?
  • What are the applicable marketing goals and metrics to measure advertising performance at each stage of the consumer journey?
  • What are the emerging technologies that enable marketers to scale personalized advertising with greater precision and relevancy?

"Marketers can now increase the effectiveness of their advertising spend through direct response campaigns, which connect ads to mid-to-low funnel objectives. Advances in digital advertising technologies and availability of consumer behavioral data are the enablers, but marketers must align campaign design and measurements to how connected consumers behave online," says Lawrence Cheok, senior research manager, Digital Commerce and Marketing, IDC Asia/Pacific (Excluding Japan) (APEJ).



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