A holistic approach is needed to accurately measure the contribution of advertising to brand building, sales generation, and overall business growth. Any measurement analysis should explore both online and offline advertising, emphasising the integration of data and advanced analytical techniques to achieve a comprehensive understanding of campaign effectiveness.

The document is not designed to be exhaustive, but rather aims to inspire the reader to capture the nuanced relationship between advertising exposure and actual business outcomes and should be seen as part of a wider framework of steps.

In this module we cover:

• Apps
• Digital Audio
• Gaming
• User Experience

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