Campaign Insights and Optimization

Measure the image success of campaigns. In the run-up to the campaign, the first step is usually to record the current status with regard to relevant key performance indicators such as brand image, awareness and advertising recall with the help of an online survey (zero measurement). After the campaign has run its course, a second online survey with similar content is conducted to detect changes in the KPIs (control measurement).

TYPICAL QUESTIONS

• Was my campaign noticed at all?
• How was the campaign perceived? Was it successful?
• Did the campaign result in a stronger bond between my customers and the company?
• How were individual campaign elements evaluated?

HOW DOES IT HELP?

• Better understanding of the target groups and their perception of the brand.
• Direct visibility of the changes: Statements can be made such as "As a result of the campaign, sympathy toward my company has improved by X%."
• Review of campaign success leads to learnings for future campaigns efficient use and saving of resources during the development of subsequent campaigns

LIMITATIONS

• A before-after evaluation measures everything that happened in between the survey waves. It can, therefore, not distinguish between different parallel campaigns or media channels.

WHEN TO USE?

• The campaign evaluation must be set up well before the first campaign flight, in order to run the baseline measurement.

COMBINE WITH

• Media data, performance reporting

VARIANTS AND OPTIONS

• Continuous evaluation (= brand tracking) makes sense if different campaigns are run in a year. Also, it makes sense having a permanent success measurement in place that doesn’t need to be commissioned with each new campaign.

The brand tracking (AKA brand tracker, marketing funnel tracking, brand health tracking, marketing performance tracking) continuously monitors brand KPIs from a consumer perspective and establish an early warning system. A continuous, standardized online survey, e.g., nationally representative or focused on specific target groups, determines the status quo of the most important brand and image KPIs. The central aspects of the brand funnel (awareness, recognition, consideration, choice, NPS) are covered. The regular survey makes longitudinal developments over time visible. Unlike sales and distribution data, brand tracking focuses on brand perception from the consumer's point of view.

TYPICAL QUESTIONS

• How does the awareness and likeability of your brand develop over time, and in comparison to competitors?
• Is there a need for action regarding brand perception due to current developments?
• What is the impact of my advertising efforts on brand perception?
• Are there seasonal fluctuations in key KPIs?
• Do consumers evaluate the brand as it should appear?

HOW DOES IT HELP?

• Collection of KPIs to understand the status quo of the brand and as a data basis for marketing and sales
• Comparison with the closest competitors
• Verification if target brand values are perceived
• Number-based overview of brand image developments (instead of "fishing in the dark").
• (Early) identification of necessary optimizations in the funnel.
• More efficient allocation of the marketing budget.

LIMITATIONS

• Whilst brand tracking tells us, what exactly is happening in the perception of the brand, we still don’t know why this is happening. Hence, it makes sense combining it with external data like media spendings of competitors.

WHEN TO USE?

• For brands that have already reached significant awareness in their target group segments.

COMBINE WITH

• Media spending data, campaign databases or sales numbers in order to deepen understanding of correlations.

VARIANTS AND OPTIONS

• Cadence (e.g. monthly, quarterly, half-yearly), market (e.g. general population or market segment), competitors to test against