Increasing your Campaign Effectiveness Effective Measure

Robin Muliady Senior Business Development Manager Indonesia

An Interactive Experience.

Success is not a destination, its a journey.

Zig Ziglar

A Well Written Brief Allows You to Learn and Improve

Brief

Optimise

Plan

Evaluate

Execute

A Campaign is as Good as its Brief

Clear Measurable OBJECTIVES Target AUDIENCE - Demographics / Psychographics Media CHANNEL / PLATFORM - Which channels / platforms suit your Audience? Which sites within this ? MEASUREMENT Criteria - How do we define success?

A good brief provides well thought out objectives from which you can optimise your campaign through evaluating the success of achieving those objectives

A Well Thought Out Brief Should Consider All 3 Areas

Results Impact
Outputs

Business Objectives / KPIs

Marketing Objectives / KPIs

Media Objectives / KPIs

Increased Revenue Reduced Costs Profit

Awareness Consideration / Favorability Purchase Intent Purchase Usage / Consumption

Reach & Impressions Frequency Brandlift Metrics Media channels and vehicles TRPs GRPs Social & and Mobile CTR

End Goal - To Progress the Consumer To Purchase

Brandlift Metrics assessing effectiveness:

Increase in Awareness Increase in Favourability Increase in Consideration Increase in Action Intent Sales Advocacy / loyalty (recommendation)

Marketing 101

RIGHT AUDIENCE (Research/Understanding) Right Message (Creative) Right Place / Platform (Media / Platform Selection) Right Time (Luck!)
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Effective Measure Background

We connect Agencies and Advertisers to their Audience Online Helping Agencies & Advertisers produce Better Digital Media Campaigns

Show audited numbers Establish relevance Monetise audiences Verify campaign values

Verify audiences Plan media campaigns Contact media sales Conduct research Digital GRP Campaign Effectiveness

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Effective Measure Audience Measurement Approach

Tag Based Measurement Hybrid Measurement

Almost no error
Captures all of websites traffic Measures Unique Browsers

Only error on non-tagged sites

Captures the entire market UB converted to People

Panel Based Measurement

Measured in People

Sampled based error on all data Captures the entire markets traffic Measured in People

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We collect this insight through websites tagged throughout Indonesia

Random Internet users are invited to fill out our survey on tagged sites.

Local and Global Media Agencies use our platform for Media Planning

Measuring leading brands campaigns and assets

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Metrics Terminology and difference vs Google Analytics

Effective Measure

Google Analytics

Unique Browsers User Sessions Frequency Page Views Time spent Click Stream Geography Demographics Psychographics

Unique Visitors Visits Frequency Page Views Time spent Referrals Geography

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Failing to Plan is Planning to Fail

ANON

RIGHT AUDIENCE

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RIGHT PLACE (Online) - Sites / Network Channels Ranked by Relevancy

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RIGHT PLACE (Online) - Sites / Network Channels Ranked by Reach

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High Reach, High Relevancy is optimal however depends on objectives

Low Relevancy / High Reach

High Relevancy / High Reach

Low Relevancy / Low Reach

High Relevancy / Low Reach

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Campaign Effectiveness Metrics

End Goal - To Progress the Consumer To Purchase and Repeat

CTR tells you if people have engaged with your brand, but does it inform you how you performed on key brand objectives such as

Brand Awareness
and

Action Intent

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What brand?
Would I buy?
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Campaign Measurement (CM) and Campaign Impact (CI)

Reach X Frequency = GRP Exposed - Not Exposed = Campaign Impact

0% Reach
Exposed Not Exposed
The ad was Exposed to

100% Reach

61%
of the target market

CONTROL GROUP

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CM - Reach, Frequency & GRPs

Reach 0% Reach X Frequency
How many times was the ad seen?

GRP
(Gross Rating Points)

The ad was Exposed to

1, 2, 3,

244

100% Reach

61%
of your target market

Campaign Impact - Meaningful Brand Metrics Campaign Impact presents the differences of those who did see my campaign and those that did not

What did those who did see the campaign have to say?

Exposed Not Exposed

What did those who did not see the campaign have to say?

Please note: Campaign Impact reports are based on having 50 people exposed in the target market and 50 people who have not been exposed in the target-market.

What was the Impact of your Campaign?

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Optimising your Campaign

Points to Consider for Optimising Digital Investment

Ad Format (Static Vs Rich Media etc..) - Clicks and engagement Creative (based on consumer feedback, clicks and engagement) Campaign Plan (based on site performance, referrals and clicks) Frequency capping (where possible)

Tweaking target market?

Isolate one aspect and change so you know what is working what is not

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Success is not a destination, its a journey.

Zig Ziglar

Keep in touch with Effective Measure

Find out more about us at www.effectivemeasure.com

We post regular news and updates on twitter.com/e_measure and have a strong community of digital advocates on facebook.com/effectivemeasure For a full report of the online consumer in SEA email robin.muliady@effectivemeasure.com

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