This is a YouTube video titled "WHY you should link marketing efforts to demo volume" containing a monologue or presentation from May 4, 2024, discussing how to analyze the correlation between marketing channel impressions (such as Facebook) and demo volumes over time to evaluate marketing effectiveness.
When my reach on Facebook goes up, when my impressions on Facebook go up, do I see a corresponding increase in my demos or not? When my impressions on Facebook go down, do I see a corresponding decrease in my demos or not? Very basic, very simple. When you do this over a 12 month time period, over a 24 month time period, you will figure out the correlations between each marketing channel and campaign and your demo volumes. What usually will happen is you'll get an output back from this that shows you oh, Facebook seems to be very highly correlated. Every time you spend more and have more impressions on Facebook, your demos do go up. Or you might see that Google is not correlated at all. This is a hypothetical example. I have nothing against Google, but just showing you a potential way of looking at the business.