What parameter should be used to most accurately forecast campaign results?

Using historical performance as a parameter to forecast campaign results is effective because it provides concrete data on how similar campaigns have performed in the past. This data allows marketers to identify patterns, understand what strategies worked, and gauge audience responses based on prior experiences. By analyzing metrics such as click-through rates, conversion rates, and engagement levels from previous campaigns, marketers can create more accurate predictions for upcoming initiatives.

Historical data serves as a benchmark for evaluating potential campaign effectiveness, helping to set realistic goals and expectations. While current trends and projected growth are important factors to consider, they are often more speculative and can be influenced by various external market forces. Market research can provide insights into consumer preferences but may lack the detailed performance metrics that historical data offers. Therefore, relying on historical performance equips marketers with evidence-based insights to make well-informed decisions and optimize their digital media buying strategies.