Smarter Media, Better Results: How Marketers Are Rethinking Media ROI

Today’s marketers face immense pressure to justify media spend and measure tangible impact. But fragmented data, inadequate tracking, and unclear KPIs often cloud visibility. How can brands build smarter strategies that truly connect media spend to real business outcomes?

 

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Insights from Industry Experts

We spoke with experts Scott Blessman (VP Analytics, Goodway Group), Elaine Fowler (Director Omni-Channel Marketing, Sagepath Reply), Laura Beaupre (President, Look Listen), and Josh Perry (Digital Media Supervisor, Look Listen) to uncover practical insights:

 

Meet the experts 

VP of Analytics + Insights

Goodway Group

President

Look Listen

Digital Media Supervisor

Look Listen

Director of Omni-Channel Marketing

Sagepath Reply

Common Challenges + Solutions

Fragmented Data + Poor Tracking

  • Elaine Fowler, Sagepath Reply, shared key insights that encourage marketers to centralize your data, ensure robust governance, and implement a thorough tracking infrastructure to address gaps in marketing attribution.

Importance of First-Party Data

  • Scott Blessman, Goodway Group ,shared thoughts around activating first-party data through advanced segmentation, identity resolution, and clean-room environments to significantly enhance targeting and ROI.

  • Laura Beaupre and Josh Perry, Look Listen, stated that first-party data integration with ad platforms improves personalization and drives higher conversion rates, especially in complex sales cycles.

Investing in Advanced Analytics

  • Scott Blessman, Goodway Group, advised to use advanced analytics when managing complex, multi-location campaigns to confidently model and optimize media investments.

  • Laura Beaupre and Josh Perry, Look Listen, asked marketers to consider advanced analytics if your campaigns have longer sales cycles or higher media spend, ensuring better forecasting and scalable growth.

Beyond Last-Click Attribution

  • Scott Blessman, Goodway Group, detailed combining historical performance with predictive modeling to measure true media effectiveness beyond last-click metrics.

  • Laura Beaupre and Josh Perry, Look Listen, said to map complete customer journeys and smaller intent-based actions for comprehensive insight into marketing impact.


Key Takeaways

  • Unify fragmented data for clear visibility.

  • Leverage first-party data strategically.

  • Invest in advanced analytics for better forecasting.

  • Foster transparent, aligned agency partnerships.


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