How to Choose the Right Marketing Channels Using Data | #638

Most ecommerce teams are still arguing about channel split the same way they were five years ago. Meta versus Google, who gets the budget, who gets the credit. The argument usually gets won by whoever's most confident, not whoever's most right.

The deeper issue is the data underneath it. Every ad platform is built to over-claim, because the more credit it takes, the more budget you hand it. Add up what Google, Meta and your email tool each say they drove and you'll sail past two hundred percent of your actual revenue. They're all counting the same customer, so the debate gets run on numbers that don't add up.

The brands getting this right do three things differently.

In this playbook, based on a conversation with Paula Mitchell, Digital GM of Freedom, we cover three things ecommerce operators need to know about choosing the right marketing channels using data:

• Match the channel to the job the campaign needs done, not a fixed Meta and Google ratio
• Stop trusting the platforms' own numbers and judge the whole engine on one honest top-line metric like MER
• Buy independent measurement, but size it to your business instead of reaching for a full modelling platform too early

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