You’re working to demonstrate the business value of your company’s digital marketing investments. Youcurrently measure media performance using channel-specific KPIs (CPM, CTR, view rates). However, youstruggle to connect these metrics to overall business goals and show ROI to your leadership. You want toimplement cross-media measurement and a structured experimentation framework. Which approach wouldenable you to demonstrate the business value of your campaigns and drive continual improvement?

● Continue to optimize campaigns using channel-specific KPIs, focusing on improving CTR and lowering CPMs. Implement A/B testing on ad creative for each channel independently.
● Utilize KPIs that align with the ROI (like sales or leads) and shift focus to attribution-based cross-channel conversion measurement for optimization.
● Implement a Marketing Mix Model, focusing on historical data and business outcomes. Supplement this with ongoing A/B tests and incrementality experiments using Google’s solutions.
● Develop a dashboard that aggregates channel-specific KPIs, create quarterly performance reports, and conduct a brand lift study once per year.