Marketing Channels · Channel economics · Component
The spillover
What this channel does to the performance of the others — because channels are not independent and are almost always measured as though they were.
The deliverable
What it is
Channels that build memory raise the conversion rate of channels that capture intent. Measured separately, the first looks unaccountable and the second looks brilliant.
The consequence is predictable: budget moves towards the measurable channel until the unmeasurable one stops working, and then the measurable one stops working too, several months later.
One level in
What it is made of
Each element is a constituent part of the component. Follow one to see the attributes it carries.
The misattributed credit
Which channel is receiving credit it did not earn.
3 attributes: Receives credit · Earned by · Rough size
LearnThe guard
What prevents the budget draining towards the measurable.
3 attributes: Protected share · Protected by · Reason
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Branded search converts demand created elsewhere and reports the best numbers in the mix. That is not performance.
The other components in channel economics
The loaded cost
Everything the channel costs, not just the media line — because production and management frequently exceed the spend.
LearnThe payback
How long until an acquired customer repays the cost — the number that connects a channel decision to cash.
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