What if one of your most valuable customer acquisition channels is the one your measurement framework undervalues?
That’s a challenge Jared Smith, our Senior Director of Strategy & Innovation, explores in Snapchat for Business‘ Industry Lens series.
Too often, platforms like Snapchat are judged through a last-click lens. But when we look at MMM and incrementality testing, we see a different story: net-new customers, incremental business impact, and consumer audiences that brands may not have otherwise reached.
As Jared puts it, Snap can act as a magnet for consumers you wouldn’t expect.
Success on the platform isn’t about casting a wider net. It’s about delivering the right message, in the right moment, in a way that aligns with how consumers actually engage.
See Jared’s full conversation with Snapchat for Business