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Owned Channels

The next frontier for marketing effectiveness measurement

This report sets out to better understand the working together and the relative contribution of Owned Channels (e.g. web, email, direct mail, app messaging, owned social channels, inbound) on a brand’s short and long-term performance.

It looks at questions such as:

  • What is the best definition of ‘Owned’ today?
  • What is the comparative value of an email vs a TV spot?
  • What are the best effectiveness and performance frameworks that look at Owned‘s true role in the overall marketing mix and its impact on a brand’s ROI?
  • What are Owned‘s relative contributions to brand vs response metrics?
  • Where do cost efficiencies lie vs Paid and Earned?
  • How do different Owned Channels work together?
Download report as pdf