Rachel Balik says, “In its earliest days, advertising meant putting up a billboard or taking out an ad in a newspaper. If sales increased, it was generally declared that an advertising campaign was working. Although remedial and inexact, this type of measurement embodied the true purpose of an ad campaign: drive revenue.

The downside is there were lots of X factors, and at the end of the day, you couldn’t really be 100% sure that the advertising had caused the uptick (or that poor sales were the result of poor advertising.)

As technology advanced, things like Nielsen ratings gave us more insight into how many viewers might be watching a television commercial at any given time, but there was still a lot of ambiguity”.

The Only B2B Advertising Metric That Matters

Marketing Land

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