‘Social media buzz & Google Analytics can’t be only measures of success for ad campaigns’

Guest Column: Amitayu Basu, CEO, Numr Research, shares insights and tips on how to measure the outcome of an ad campaign

e4m by Amitayu Basu
Updated: Jul 24, 2019 5:10 PM

I had always been an advocate of advertising research to measure the effectiveness of a campaign. While it is ideal to measure the advert before you spend money on it, I also understand that it is often not done due to very many reasons which includes lack of time. In either case, I believe it is critical to measure when your campaign is running. 

There are many who will say that the effectiveness of advertising can be known from the sales numbers, which is again too good to be true and hard to establish with data. There are many who will say that a survey is an unnecessary cost and the web analytics will suffice to measure the effectiveness of an ad campaign. 

Recently, while working with a leading two-wheeler brand in India during their one of the most important and high budget marketing campaigns, we realised that social media buzz and Google Analytics cannot be the only measure of success for an ad campaign. This particular campaign was targeted towards a specific SEC and had a very crucial message about the product line. Instead, what got noticed was completely untended, the audience largely did not understand the essence of the message and they assumed this as another version of the past communication. And all these, despite a careful targeting and media planning. So while Social Media mentions increased, while traffic on the website increased and while the prospective lead count also increased, the resultant sales report would not have looked good as consumers didn’t notice any new compelling reason to buy the product.  

Thankfully, a course correction was done mid-way to save the day (and money).

The KPI of marketing is to bring effectiveness of marketing spend, and this can happen only through measurement, learning and implementation. People often try to do this with the post delivery of GRPs and Impressions, but these are media output measures, what you need to measure is the outcome. 
Here are few tips for a post testing survey –

Do a recall test

In our experience, recall tests work best when you do a post-testing. Whether the users or intenders remember your message along with your product brand. If you had multiple messages and think the communication is too difficult for a user to remember, you are right. Avoid multiple messaging, communicate with one, at the most two. 

Try out mixed demography 

Do not limit your survey to the demography you dream to target, in other words your creative target group. That may give out a very biased reporting. Include the entire media target group i.e. the population which accounts for at least 75 per cent of business. You will know if your messaging is totally off target or if there is a need for slight correction.

Read your results right (Too trivial, think differently)

It’s necessary to frame the questions of your survey right. It’s more necessary to analyse your results properly. When you do a survey, generate customer insights from it. An advertising campaign, in our experience, is never a total hit or total fail. There’s always some part of it that works for some people. It’s important to get those insights and incorporate them in the current campaign or future campaigns.

Disclaimer: The views expressed here are solely those of the author and do not in any way represent the views of exchange4media.com

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