In my role as Marketing Analyst at Clarity Comms, I frequently evaluate the ROI of our media placements to help inform our media buying decisions. Our process starts by thoroughly analyzing the media strategy, taking into account the expected reach, frequency, and cost of each media placement.
We primarily utilize Google Analytics and Adobe Social to track the performance of our digital placements, measuring metrics like impressions, click-through rates (CTR), and conversions. We calculate the ROI by comparing these results against the initial costs of our investments.
One particularly successful media strategy involved placements on business-oriented websites for a B2B client. We initially projected these placements would yield a high ROI, but after running the campaign and measuring the results, the ROI exceeded our expectations. This highlighted to me the importance of continuously tracking and evaluating ROI to make informed and successful media buying decisions.