How CarGurus Proves TV’s Cross-Channel Impact
Inside the Report
At CarGurus, sophisticated multi-touch-attribution (MTA) is second nature for digital marketing channels. However, the team initially struggled to bring the same level of rigor and granularity to their TV measurement to prove the channel was driving business results, not just awareness.
Learn how CarGurus proved that TV ad exposure leads to higher overall conversions at a lower cost by integrating iSpot TV ad data into their MTA model.
“Our challenge was that we lacked TV data at the same granularity and speed as digital to understand TV’s impact on cross- channel campaigns.”Sarah Welch, Chief Marketing Officer, CarGurus