A Blueprint For Channel Measurement

Get access to our collection of channel guides and build a foundation for diversifying your marketing spend and resources. From the latest content platforms to OOH, we offer up best practices to develop a consistent process across media types.

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The modern-day DTC brand has more marketing opportunity at its fingertips than ever before. But by definition, more opportunity brings with it more risk. At EnquireLabs, we believe the solution lies in forming a rock-solid process that transcends any one channel.

The world’s biggest brands invest more on media mix models than upstart DTC brands spend on their entire marketing budgets. But smaller spends shouldn’t be penalized with misleading insights, so we’re here to help develop affordable omni-channel wisdom regardless of your mix -- from Snapchat to Podcasts to OOH and beyond.

We’re releasing this series of channel guides to help growing brands master the allocation, diversification, attribution, and optimization of channels old and new. In doing so, we aim to indoctrinate a healthier, more brand-centric approach to measurement. Less black box, more trail guide. Inside, you’ll find best practices, market-leading agencies, and more.

Media Allocation & Diversity

A good foundation always starts by questioning assumptions. All brands have a media mix, but why? Why not pour everything into the best-performing channel?

For starters, it’s a matter of diminishing returns. Limiting your audience exposure to one channel effectively builds a ceiling on your growth -- and even if that one channel can reach billions of customers, your path to acquisition becomes increasingly expensive the further you push past your sweet spot. Sure, a brand in its infancy (say, <$5mm in annual revenue) can successfully hit its stride with a single-channel focus. But as you scale, it’s diversify or die.

Returns aside, there’s the larger matter of diversification. Overspecialize in one approach, and your processes become rigid. Your signals become isolated. If you’re solely reliant on one channel, you lose the superpower of adaptation which great companies possess -- so when some externality strikes (an increase in CPMs, an audience exodus, a data breach, a global pandemic, etc.), you’re left with nothing but the realization that your success was rented. Brands mix their media for the same reason farmers mix crops and Wall Street investors mix stocks: because nothing ever goes as planned.

Media Attribution

The funny thing about attribution is that the worse you are at it, the easier it gets. Marketers with no accountability to bottom line performance sleep well at night believing their customers follow a linear purchase path along a predictable sales cycle -- it says so in the marketers’ channel performance reports, after all.

Getting closer to the truth means analyzing information that is often conflicting, counterintuitive, and in some cases counterproductive. All the more reason why brands need to view their channels through a lens of a brand-centric measurement process. Let’s get started.