Don't dismiss a channel like TV as unsuitable for direct response. By acknowledging the common user behavior of dual-screening (watching TV while using a phone), you can create innovative hand-offs like "send to phone" or QR codes. This turns a passive viewing experience into an interactive conversion funnel.

General advice is easily dismissed. By providing hyper-specific guidance tailored to a customer's unique context, like gardening tips for their exact climate zone via geo-targeted ads, you demonstrate a deep understanding of their problem. This specificity builds immense trust and confidence.

Tushy actively measures the cross-channel impact of its advertising, discovering that top-of-funnel channels like Linear TV drive a greater sales lift on Amazon than digital channels like Meta. This is attributed to the demographic overlap between Linear TV viewers and typical Amazon Prime shoppers.

Cookie deprecation blinds ad platforms like Google and Meta to on-site conversion quality. Marketers can gain a significant performance edge by creating a feedback loop, pushing their attributed first-party data (like lifetime value and margins) back into the platforms' AI systems in near real-time.

To prove marketing's ROI, run geo-fenced ad campaigns targeted at a specific set of retail locations. By comparing sales in these "test" stores against a control group of similar stores, you can measure the direct, incremental sales lift caused by your creative, providing black-and-white accountability.

New measurement tools are moving beyond probabilistic models (guessing based on IP/device) to deterministic view-through attribution. By using first-party data like platform logins, marketers can now directly match an ad impression to a purchase, solving a major measurement challenge.

Brand campaigns reach the 95% of buyers not currently in-market. Instead of relying on vanity metrics, Square ties this investment to business outcomes by tracking the subsequent lift in organic traffic, which they've found converts better than paid channels.

To challenge managers' insistence on expensive Yellow Pages ads, Jim Clayton installed a dedicated red phone with a number used only in that ad. When the phone never rang, it provided undeniable proof of zero ROI, allowing him to cut the spend based on data, not opinion.

Brands fail to identify most site visitors, including returning customers who've cleared cookies or use new devices. Identity resolution technology re-identifies these users the moment they land on your site, unlocking their full history for immediate personalization without requiring a login.