You’re working to demonstrate the business value of your company’s digital marketing investments. You currently measure media performance using channel-specific KPIs (CPM, CTR, view rates). However, you struggle to connect these metrics to overall business goals and show ROI to your leadership. You want to implement cross-media measurement and a structured experimentation framework. Which approach would enable you to demonstrate the business value of your campaigns and drive continual improvement?

• Continue optimizing campaigns using channel-specific KPIs like CTR and CPM, and run A/B tests for ad creatives separately for each channel.

• Develop a dashboard that combines channel-specific KPIs, produce quarterly performance reports, and conduct a brand lift study once a year.

• Implement a Marketing Mix Model focused on historical data and business outcomes, and support it with ongoing A/B testing and incrementality experiments using Google’s solutions.

• Use ROI-aligned KPIs such as sales or leads and shift toward attribution-based, cross-channel conversion measurement for optimization.

Explanation:

This approach best demonstrates true business value by connecting marketing investments directly to outcomes like sales and revenue. Marketing Mix Modeling evaluates the combined impact of all media channels using historical data, while continuous A/B testing and incrementality experiments validate which efforts are actually driving results. Together, they create a reliable cross-media measurement framework that supports ongoing improvement and informed decision-making.