By Youmna Borghol, Chief Data Officer, Choueiri Group
There is no question that TV reigns supreme when it comes to building brands. Marketers have turned to television for years due to its mass reach and scale, and its ability to drive awareness, social engagement and influence. But while TV has traditionally enabled viewing reach and scale, it lacked the measurability and accountability of digital advertising, particularly with campaigns that demanded direct response.
Brands frequently noticed an uplift in sales after launching a TV campaign (and a drop when they stopped), but correlation alone doesn’t cut it. It’s easy to confuse correlation with causation when you’re trying to
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