Our clients often ask us whether it’s better to focus on reach or conversions to plan their media strategy. We see that there is a bias towards focusing on driving reach or conversions, but in reality, it depends on your target audience and marketing objectives. This bias is because traditionally there has been no easy way to link offline channel spend with conversions. However, with advanced statistical techniques we are able to derive a link and in some cases it makes more sense to optimize on conversions. [Read More…]