Increasing the amount of measurement on your media buys, aids in providing transparency. Where possible, independent measurement, whose job it is to provide that third party point of view. As they’re incentivized to provide that view. Brands also seek to do more of the measurement in-house.
A key piece of analysis is to do value chain analysis, looking at each step in the customers journey, and when it jumps from external media to internal (things like websites, landing pages, ecommerce stores). This helps to see where quality and value is, in the media buys. Based on the types of customers which are turning up.
Like our post on how to deal with gaps in analytics, providing a view into as many black boxes as possible.