Optimizing Your Advertising Campaign Measurement Approach

The fastpaced techsavvy nature of consumers combined with the explosion of media channels and content providers also means the death of quotafterthefactquot campaign measurement that39s solely focused on who saw the ad It is no longer prudent for marketers and advertisers to sit idle for the duration of an advertising campaign or promotion and then assess the effectiveness of ad spend on instore sales lift weeks or months later Measurement and incampaign targeting rebalancing must be continuous in order to optimize efforts and eliminate frustrated retrospection on how campaigns quotcould havequot performed betterWe are entering a gamechanging era where marketers will have no choice but to embrace datadriven solutions that develop highly targeted audiences and continuously tie them to the impact of the media on instore sales The future of advertising campaign measurement is big data The future of advertising campaign measurement is realtime optimization linking sales to media exposure The future of advertising campaign measurement is hereRealTime OptimizationThe ability to adjust campaigns midflight based on highquality indepth insights is a critical competitive differentiator for advertisers and marketers and their clients Today39s quotalwaysonquot marketplace has forever changed the path to purchase and traditional measurement solutions that can39t offer midcampaign intelligence will surely falter The ability to make instantaneous datadriven changes to a campaign will drastically increase ROAS and eliminate wasteFor example if a major food manufacturer sought to measure campaign lift for a new product launch it could use such an approach to identify which efforts are driving performance at various snapshots throughout the campaign If two creative pieces are outperforming others and increasing sales and certain socioeconomic groups and geographical regions are more responsive to the campaign overall this manufacturer could reallocate ad spend in order to more aggressively reach these groups and bolster the successful creative pieces If more resources are allocated to the bestperforming aspects and mostresponsive socioeconomic categories the campaign will be more compelling and impactful building brand trust while accelerating salesA Vast and Varied Set of DataThe ability to make immediate campaign adjustments will only work if backed by a vast and varied set of data For effective advertising campaign measurementamp160there is no such thing as too much data or too much granularity Campaign measurement solutions should not only account for pointofsale data frequent shopper and loyalty data geographical location demographicsamp160and media type but also causal variablesamp160such as price gaps promotion intensities features weatheramp160and accessory advertising Measurement solutions that fail to integrate these critical data sources are not capable of providing the granularity necessary to accurately optimize media campaigns in real time Making midcampaign decisions without the insights that comprehensive data sets can provide is akin to a doctor removing an organ believed to be causing a patient pain without conducting all the necessary diagnostic testsIntuitive Display for Actionable ResultsThe successful implementation of a realtime datadriven campaign measurement solution relies heavily on the ability of the solution to convey trends media performance and consumer responsiveness in an intuitive straightforward manner The solution should allow for the effortless dissemination of decisioninfluencing information amp160such as total campaign results and subcampaign level results including creative ad placement publisher targeting and other relevant breakouts amp160to clearly communicate optimization opportunities to clients and facilitate immediate decisionsLooking AheadAs data sets grow in depth and reach and the consumer becomes more connected across all channels advertising campaign measurement solutions will be able to reach new levels of speed and accuracy We are not too far away from tying all the demand levers such as advertising promotions emails billboards and social communications to individual realtime exposure and purchase behavior for true 11 personalized relationship development This will benefit the consumer who seeks more relevant useful content and will enable marketers and advertisers to ignite their campaigns to surpass client expectations and deliver unprecedented levels of growthTo learn more about IRI39s campaign measurement solutions visit httpwwwiriworldwidecomamp160 The opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillageMyersBizNet Inc management or associated bloggers Photo courtesy of FreeDigitalPhotosnet

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Optimizing Your Advertising Campaign Measurement Approach

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Andrew Appel

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Optimizing Your Advertising Campaign Measurement Approach

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