Unpacked: The evolution of omnichannel measurement for marketers

Throughout the history of advertising, the principle of marketing has always been reaching and engaging audiences. And that principle remains the same, even as channels, devices and media proliferate. 

As the number of connected devices per household has increased and consumers are multitasking, an area of unique challenge for marketers is omnichannel measurement. Effective measurement depends on finding solutions to challenges created by fragmentation, siloed signals, industry shifts, changes to addressability and more.

In this Unpacked explainer guide, Digiday and Amazon Ads highlight the opportunities and obstacles marketers are facing when it comes to the measurement of omnichannel campaigns, how better measurement approaches are evolving and the steps teams can take to improve their measurement strategies going forward. 

Download this guide to learn:

  • How to measure across channels in a fragmented media landscape
  • Steps for unifying signals and discovering relevant omnichannel insights
  • Measuring full-funnel results for omnichannel campaigns
  • How measurement informs omnichannel campaign strategy
  • Approaches to identifying strong technology partners

Sponsored by: Amazon Ads


More from Digiday

Publishers revamp their newsletter offerings to engage audiences amid threat of AI and declining referral traffic

Publishers like Axios, Eater, the Guardian, theSkimm and Snopes are either growing or revamping their newsletter offerings to engage audiences as a wave of generative AI advancements increases the need for original content and referral traffic declines push publishers to find alternative ways to reach readers.

WTF is the CMA — the Competition and Markets Authority

Why does the CMA’s opinion on Google’s Privacy Sandbox matter so much? Stick around to uncover why.

Marketing Briefing: How the ‘proliferation of boycotting’ has marketers working understand the real harm of brand blockades

While the reasons for the boycotts vary, there’s a recognition among marketers now that a brand boycott could happen regardless of their efforts – and for reasons outside of marketing and advertising – that will need to be dealt with.