Increasing your Campaign Effectiveness

Effective Measure

Robin Muliady Senior Business Development Manager Indonesia

An Interactive Experience….

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“Success is not a destination, it’s a journey.”

Zig Ziglar

A Well Written Brief Allows You to Learn and Improve

Brief

Optimise Plan

Evaluate Execute

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A Campaign is as Good as it’s Brief

•  Clear Measurable OBJECTIVES

•  Target AUDIENCE - Demographics / Psychographics

•  Media CHANNEL / PLATFORM - Which channels / platforms suit your Audience? Which sites withinthis ?

•  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

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A Well Thought Out Brief Should Consider All 3 Areas

Results Impact Outputs

Business Objectives / KPI’s Marketing Objectives / KPI’s Media Objectives / KPI’s

• Increased Revenue • Awareness • Reach & Impressions• Reduced Costs • Consideration / Favorability • Frequency• Profit • Purchase Intent • Brandlift Metrics

• Purchase • Media channels and vehicles• Usage / Consumption • GRPs & TRPs• Social and Mobile

• CTR

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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)

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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 •  Verify audiences•  Establish relevance •  Plan media campaigns•  Monetise audiences •  Contact media sales•  Verify campaign values •  Conduct research

•  Digital GRP•  Campaign Effectiveness

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Effective Measure Audience Measurement Approach

Tag Based Measurement Hybrid Measurement

•  Almost no error •  Only error on non-tagged sites

•  Captures all of website’s traffic •  Captures the entire market

•  Measures Unique Browsers •  UB converted to People

•  Measured in PeoplePanel Based Measurement

•  Sampled based error on all data

•  Captures the entire market’s 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 brand’s campaigns and assets

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Metrics Terminology and difference vs Google Analytics

Effective Measure Google Analytics

•  Unique Browsers •  Unique Visitors•  User Sessions •  Visits•  Frequency •  Frequency•  Page Views •  Page Views•  Time spent •  Time spent•  Click Stream •  Referrals•  Geography •  Geography•  Demographics •  Psychographics

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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

Low Relevancy / Low Reach

High Relevancy / High 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

ExposedNot

ExposedThe ad wasExposed to CONTROL

100% 61% GROUPReach of the target

market

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CM - Reach, Frequency & GRPs

Reach

100% Reach

0% Reach

The ad was Exposed to

61% of your target

market

X Frequency

How many times was the ad seen?

1, 2, 3, 4

= GRP (Gross Rating Points)

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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, it’s 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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