Since Snap’s launch in 2011, it has seen tremendous growth and innovation. With a large and engaged user base, Snap is an attractive platform for advertisers to connect with their customers. Marketers managing multi-channel campaigns need guidance to measure the impact of these activities accurately. As an inaugural Snap MMM Partner since August 2017, Nielsen has been at the forefront of incorporating marketing activity data from Snap into marketing mix models for advertisers.
Watch Josh Kowal, SVP, Marketing Analytics at Nielsen, and Garvin Roos, Manager, Quantitative Ad Measurement at Snap Inc., discuss how to measure the marketing effectiveness of Snap. They discuss the findings from an analysis of Snap advertising performance in a major consumer product category, and share how marketers can measure and understand the business impact of advertising on Snap.
- Five findings about the impact of Snap advertising on sales in the beer category
- Why measuring the impact of Snap advertising can be challenging
- Four best practices for measuring Snap advertising with marketing mix modeling