Exploring How Neuroscience Can Affect a Marketing Strategy

It can provide hard data into how storytelling and advertising are affecting consumers

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Even in an era of infinite digital metrics, publishers and brands are still faced with an age-old problem: It’s hard to measure how your content affects people.

Mention ROI, and most brand marketers go white from memories of a budget meeting gone wrong. Impressions, page views, shares, scroll depth, time spent, brand lift: The best metrics the web has to offer still fall short and pale in comparison to the hard-dollar ROI of direct response marketing.

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This story first appeared in the Jan. 7, 2019, issue of Adweek magazine. Click here to subscribe.