Nederlands 
English Measuring and attributing
TV budget
TV leaves no click, so digital tools ignore it. Datafy measures the effect of TV on search behaviour and revenue, and places it alongside your digital channels.
Why TV disappears from your reporting
TV works, but it leaves no trace that a digital measurement tool recognises. No click, no cookie, no pixel. The result is that the revenue TV drove is attributed to the channels that harvested the demand: typically brand keywords and direct traffic.
This makes TV look expensive and ineffective, while in reality it creates the demand that your digital channels then convert. Measuring only digitally can mean cutting precisely the channel that acts as the engine.
How Datafy calculates the TV effect
Datafy treats TV as a fully measurable channel.
GRP and broadcast data
Spot-level data and GRPs are linked to your revenue and search volume over time.
Adstock and carry-over
The model estimates how long a TV campaign continues to influence search behaviour, visits and conversion.
Effect on search behaviour
Datafy makes visible how many additional brand searches and direct visits TV generated.
TV alongside digital
TV return is made comparable to that of your digital channels, within a single model.
What it delivers
With a measurable TV effect, the discussion about whether TV works gives way to the question of how much TV is optimal. You see the saturation curve of TV and know where additional GRPs still deliver a return.
More importantly: your digital channels are fairly assessed. The revenue TV drove is no longer incorrectly attributed to search channels. See also the feature Offline Media Measurement.
Frequently asked questions
How do you measure TV without a click or cookie?
Through Marketing Mix Modeling. The model establishes the statistical relationship between TV spend, GRPs and your revenue or search volume over time, and isolates the TV effect.
What is adstock for TV?
Adstock describes how a TV campaign continues to work after it has ended. A spot today influences search behaviour and purchases in the days and weeks that follow. The model estimates that carry-over.
Can I fairly compare TV with digital channels?
Yes. Because both are in the same model, the return of TV is calculated on the same basis as that of your digital channels.
How much TV history do I need?
Sufficient variation in TV spend helps the model isolate the effect. Periods with and without TV, and with varying intensity, make the estimate more precise.
Stop guessing about TV.
Book a demo and see how Datafy calculates the effect of TV on your revenue.