Nowadays, marketing channels no longer map easily to a single objective. Display continues to evolve on all fronts, covering everything from premium inventory to highly-focused retargeting ads.
With the addition of custom audiences and FBX, Facebook is becoming viable for direct response in addition to awareness and advocacy. Now even paid search, the quintessential direct response channel, is making moves up the funnel.
Fragmentation of digital marketing has been occurring for some time and is talked about extensively. Today, a different type of complexity is emerging in parallel with fragmentation: digital media and platforms are maturing and expanding out of their core offerings, vying to obtain a larger piece of the customer journey pie.
With diversification in funnel position and customer touch points for any given channel, a single key performance indicator (KPI) is increasingly inadequate to capture the complete marketing results. Multiple funnel positions necessitate multiple objectives, which require additional metrics to measure.