The Internet has given rise to many new forms of advertising. Scientific studies have focused on individual reactions to specific advertising forms in isolation and have offered little guidance for aggregate-level budget allocation decisions, which are typically based on simple rules. This article compares the long-term effectiveness of nine forms of advertising—seven online and two offline—by means of a structural vector autoregressive model and restricted impulse responses.

Today's customers interact with brands via a wide variety of touchpoints across different stages of the life cycle. But most customer insights (CI) professionals measure campaign success using archaic, last-touch methods, failing to measure dynamic interactions between customers and brands. They struggle to track the true impact of their marketing efforts and understand the holistic customer journey. As a result, marketing performance insights are suboptimal and mislead CI pros about the true effectiveness of their channel, promotional, and customer service efforts.

More-powerful technology, growing data volume, and marketers' increasingly data-driven focus are key trends driving significant innovation in the marketing performance measurement sector. This gives marketers more choice than ever, but it also requires them to update their understanding of the market and take a fresh look at current marketing measurement approaches. B2C marketers and analytics pros looking to improve their ability to measure the financial contribution of marketing should read this report to understand and assess how this range of offerings fits with their needs.