We measure and review the success of campaigns and thus help with ongoing optimization.
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).
• 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?
• 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
• 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.
The campaign evaluation must be set up well before the first campaign flight, in order to run the baseline measurement.
Media data, performance reporting.
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.
Any type of advertising communication - both online and offline - can be evaluated. It does not matter whether it is a complete campaign or only individual advertising media. An evaluation of the campaign can also be carried out across several different media.
As part of the two-stage campaign evaluation (with zero and control measurement), the survey of the actual situation should always take place before the campaign is played out. The control measurement, i.e., checking the success of the campaign and any change in perception, should be carried out immediately after the campaign has been completed, while the memory of it is still "fresh. In the case of campaigns that have been running for a longer period of time, it is advisable to carry out an interim measurement during the campaign.
We have had good experience with n=1000 respondents per measurement run. This sample size ensures bias-free and reliable results.
In addition, the sample can be made representative on request, for example according to nationally representative age or gender distribution. In this way, it is possible to generalize to a population at a later stage.
Of course, it is not nice to hear that a campaign has missed its target. However, we attach the greatest importance to reporting such results to you in an unvarnished manner. Since further advertising and media planning is often based on campaigns, you need to know if the campaign was not well received by your customers before you invest further resources.