‘I know that half of my advertising money is wasted,’ early 20th-century department-store pioneer John Wanamaker famously quipped. ‘I just don’t know which half.’

Humor aside, Wanamaker wasn’t joking. And the challenge still remains with brands struggling to accurately capture the performance of their online ad campaigns amidst a fragmented array of marketing touch points. But the price of assumption-driven marketing is high, and, even with a plethora of digital tools now at their disposal, marketers often don’t have a firm handle on how the various components of an ad campaign impact behavior or drive revenue.

Ultimately, any judgment about measuring a digital advertising campaign’s success depends on how well it can advance the company’s goals — in particular, with reference to the following types of data: revenue, website traffic, ad awareness and brand recognition.

This white paper from Survata will show you how to gain deeper insight into your ad effectiveness. Visit Digital Marketing Depot to download “What is Ad Effectiveness and How Does It Help Your Business?”