While a lot of marketers have being playing the ATL game for a long time and

instinctively know its value, we as analysts struggle to measure its business impact
at the same level as online channels. Their direct impact on topline KPIs is very
limited, brand lift studies are usually too spotty, and long-term planning makes it
hard to run any experimentation or isolating tests.
Ranging from undervaluing the importance of brand marketing to being unable to
accurately attribute business results to marketing channels, some companies
(especially digital natives) fall short on this and undermine their understanding and
growth potential.
In this session, we want to cover some solutions which can be leveraged, and how to tailor them for specific business needs to avoid attribution blindness:
1- refining Marketing Effect Models to account for long-term brand effect
2- coming up with creative metrics that reflect ATL channels’ impact, including
search, traffic footfall, etc.