Your media team negotiated a great deal for prime time spots in major channels. But you are not a direct response marketer with a “1800 number, order now” call to action, nor can you just include it in your branding efforts with less stringent ROI expectations. It would be great to have numbers to share with the SEM team to demonstrate that TV is also responsible for the spike in search. Those numbers don’t exist within your BI tool, website analytics tool, marketing automation/analytics tool or within silo-ed channel performance tools. The question your left with is how do I create accountability for my TV spend, understand channel lift and TV’s short and longer term impact on my business?