Trying to tease out all the interacting effects within a multi-channel advertising campaign seems almost impossible. That’s why most marketers rely on convenient data points, accepted wisdom, and raw instinct. The problem is that, by doing so, they’re wasting a lot of money, says Ceren Kolsarici, Ian R. Friendly Fellow of Marketing of Smith School of Business, Queen’s University. In a ground-breaking study, Kolsarici found that firms can see a double-digit lift in profits if they use analytics to strategically plan which channel to use with other channels. In this video, she discusses why advertising synergies don’t always happen and which channels work best with others.
