Advertising platforms guard their own data, so you can't see the full picture of who saw what. People encounter ads across multiple channels at once, making it nearly impossible to know which specific ad caused a conversion.
Why do you think it is that marketing measurement in terms of like identifying real causal relationships is so hard? The first is what are you trying to measure? A lot of the marketing spend that we do is on other platforms. First of all, these platforms have control of their users, and so we can't necessarily always get all the data that they're getting. We have so much advertising going on at the same time. So you have multiple channels, people seeing an ad on Instagram, they're seeing an ad in the movie theater, they're seeing an ad on the radio and on a billboard when you're walking by. And so how do you appropriately attribute one booking to any number of advertising paths that somebody might have been exposed to?
The Continuous Testing Loop That Separates Great Marketing Teams From Average Ones
