To demonstrate the business value of your company’s digital marketing investments and drive continual improvement, you should utilize KPIs that align with ROI, such as sales or leads, and shift focus to attribution-based cross-channel conversion measurement for optimization.

• Develop a dashboard that aggregates channel-specific KPIs, create quarterly performance reports, and conduct a brand lift study once per year.
• Implement a Marketing Mix Model, focusing on historical data and business outcomes. Supplement this with ongoing A/B tests and incrementality experiments using Google’s solutions.
• Continue to optimize campaigns using channel-specific KPIs, focusing on improving CTR and lowering CPMs. Implement A/B testing on ad creative for each channel independently.
• Utilize KPIs that align with the ROI (like sales or leads) and shift focus to attribution-based cross-channel conversion measurement for optimization.

The correct answer is: Utilize KPIs that align with the ROI (like sales or leads) and shift focus to attribution-based cross-channel conversion measurement for optimization

Explanation: To demonstrate business value and drive continual improvement, shifting from channel-specific KPIs (like CPM/CTR) to ROI-aligned metrics (sales/leads) is crucial. This provides a clear link to business goals. Implementing attribution-based cross-channel conversion measurement allows you to understand how different media touchpoints contribute to a single conversion, providing a holistic view beyond individual channels. This holistic data empowers better optimization decisions, directly impacting overall business ROI and enabling ongoing improvements to marketing investments.

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