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

Google’s Search Partner network comes under fire in research underlining brand safety vulnerabilities
“Major brands’ search ads can appear on piracy, pornographic and sanctioned websites,” research claims.

TikTok creators are increasingly tapping into food-centric content — and brands are following
As more influencers look to get into food content creation, brand opportunities are following.

Marketing Briefing: Why agency execs believe there will be more faux OOH in 2024
As major marketers like Maybelline experiment with faux OOH, more marketers are open to the idea.