Which data input is typically used along with sales data in marketing analytics?

• A. TV ratings
• B. Search impressions
• C. TV ratings, search clicks, search impressions, digital impressions, and sales data
• D. Social media followers count

Answer: (C)

Connecting exposure data with actual purchases is essential in marketing analytics. When you pair sales data with a mix of traditional media metrics (like TV ratings) and online metrics (search impressions and clicks, digital impressions), you can see how different channels contribute to purchases. This broad data blend supports attribution—understanding which touchpoints influenced a sale—and enables better ROI analysis across all channels. Relying on a single metric, such as only TV ratings or only search data, misses important parts of the picture, and social media followers don’t map cleanly to sales on their own. So the most informative input set is TV ratings, search metrics, digital impressions, and sales data.