When Does Advanced Measurement Make Sense?

Here at Coegi, measurement is at the center of everything we do. We listen to our clients’ challenges, objectives, and aspirations. We understand what success looks like and build a media measurement framework to better understand how we are progressing towards those goals. Sometimes this is as simple as defining KPIs and optimization points; however, there are some instances where media metrics alone won’t answer the brand’s questions. In these instances, it may be necessary to consider other advanced measurement strategies. 

When Should You Consider Advanced Measurement?

If your client’s goals are not answerable by traditional media metrics, then consider advanced measurement opportunities. Some examples of these questions include:

  • Did my brand have an increase in unaided brand awareness?
  • Did my retail locations gain incremental visits from the campaign?
  • Has my brand had an increase in market share as a result of the media running?

In these situations, reporting back on metrics such as reach and frequency, cost per click, and video completion rate won’t offer the business intel the client is looking for. 

Are There Barriers to Entry with Advanced Measurement?

It’s important to consider campaign budgets when deciding whether advanced measurement studies are the best solution. Each measurement partner has a unique pricing structure that may at times be cost prohibitive. Additionally, some measurement partners require impression volume or retail location minimums in order to run the study. Advanced measurement studies also take several weeks to get up and running, which may cause concerns about timeliness. Be sure to set expectations and plan early when advanced measurement is likely to come into play. Finally, it’s important to identify which channels you want to analyze. Keep in mind that walled gardens like Facebook and Google will require different solutions than other programmatic DSPs that allow for cross-channel measurement.

What Kinds of Advanced Measurement Studies are Common?

When selecting advanced measurement studies, it is important to once again think back to the client’s desired business outcomes. For those looking to understand growth in higher level outcomes such as awareness and consideration, a brand lift study likely makes the most sense. To understand incremental store visitation for large retail brands, a foot traffic study can help reinforce directional success. If sales and understanding of bottom line growth are critical, then a sales lift study will likely be the best solution. 

When strategizing media campaigns, it’s important to measure what matters to your client. In situations where front-facing media metrics and attribution, aren’t enough, it’s important to weigh your options to understand your campaign impact on meaningful business outcomes. If you are interested in running a campaign with these solutions, reach out to your partners at Coegi.

Recommended Reading:

5 Steps to Successful Marketing Measurement

Are Your Metrics Creating Confirmation Bias? 

What Makes Coegi a Great Place to Work

The coronavirus pandemic permanently altered the workforce and workplace. Many people lost their jobs or suddenly had double the workload to complete during the same 40-hour workweek. There is an entire niche of TikTok where users share their frustrations working in corporate America during the pandemic.

In previous roles, some of my hardest working coworkers became burned out due to the culture and lack of support from leadership, leading to high turnover. The experience at Coegi is a refreshing change from that high-stress environment and is truly a great place to work.

Coegi came into my life during a time when my anxiety levels were at an all-time high. From the first interaction, I could tell that this company was different. I had three levels of interviews and I could tell the employees genuinely enjoyed their work. The last interview was with Sean Cotton, our president, who took the time to get to know me and explain Coegi’s culture.

When I started with Coegi, I spent the first two weeks learning all about the company. Through various training modules, I learned about its employees, social media, programmatic media, and how everything works together. I was given ample hands-on training to help fill my gaps in professional knowledge and be set up for success.

The first part of Coegi’s manifesto states: “We believe in the household names, and the ones who are on their way. The ones grinding, defining and refining their worlds. The ones who know that growth requires purposeful innovation, strategic activation, and a media team they can believe in.” Every single employee believes and lives this out daily. Everyone who works at Coegi genuinely loves what they do. We make it a priority to be on the cutting edge of social and programmatic advertising. We gain certifications in platforms like Facebook, The Trade Desk, and Google Analytics to grow our careers and capabilities.

Coegi and its leadership understand that its employees are the company’s heart and soul. Beyond creating a positive work environment, there are many initiatives to improve employee morale that even the leaders participate in. These include a biweekly book club, mentoring program, weekly company-wide lunch trainings, legitimately fun outings, yearly retreats, and more. Many companies required employees to be fully in-office as soon as it was allowed. Coegi hits a happy medium by providing the flexibility to both work remotely and come to the office for collaboration.

There are many reasons why Coegi is a great place to work. But the bottom line is that the leadership team supports and trusts its employees. If you’re a marketer looking for a place to work, come join our team!

Connected TV: A New Frontier for Targeted Healthcare Marketing

Why is CTV a must-have for healthcare marketing?

In the ever-evolving world of digital advertising, marketers are constantly looking for the next opportunity and channel. Connected TV, in particular, is quickly gaining traction with a an increase in spending from $7.2B in 2021 to $9.39B in 2022. Here are a few reasons why:

  • Incremental reach
  • Segmentation & targeting
  • Positive consumer experience
  • Cost efficiency
  • High consumer engagement
  • Proven ROI & measurable outcomes 

Large entertainment and retail brands have been quick to implement CTV into their marketing plans. However, the pharmaceutical and healthcare sectors have been slower to adopt. This leaves a huge opportunity for brands to pave the way in an unsaturated and underutilized space. 

Reach Niche Healthcare Segments

Traditionally, linear TV has been a core method used to reach broad healthcare audiences, often with a “spray and pray” approach. By using 3rd-party data partners, such as PulsePoint, advertisers can identify highly specific and reliable healthcare patient and provider audiences while maintaining HIPAA compliance. One to one consumer matching is overlaid on top of CTV buys driving campaigns directly to the core audience. For niche consumer demographics, this audience-first approach reaches high-value, addressable segments without overspending on mass media buys.  The content relevancy then enhances the user experience by serving relevant content in an engaging, large screen format.

Build Incremental Reach Across Media Channels

High quality video content is the memorable media to engage pharmaceutical audiences. However, consumers are fragmented across various screens and platforms. Programmatic CTV allows health and pharma brands to reach audiences across channels, staying top of mind and driving incremental reach. CTV bundled with linear TV and other digital programmatic buys work together to reach unique audiences as well as meet consumers across channels in a non-invasive way. Cross-channel integration platforms, such as The Trade Desk, can ensure you are reaching the right audience with the appropriate frequency, avoiding any siloes or ad fatigue. 

Drive Health-Focused Outcomes with Measurable Results 

At Coegi, data is the core of what we do. CTV brings that data-driven aspect to the former wild, wild west of television advertising. One of our subject matter experts in the healthcare and pharma space, Colin Duft, stated, “CTV for healthcare marketing is an untapped space eliminating barriers from a cost to market perspective. TV is now an accessible market for pharmaceutical players.”  With CTV measurement capabilities, advertisers can now validate this channel and pull detailed insights on campaign impacts. There is a greater ability to connect TV campaign results to business goals and outcomes. 

HIPAA Compliant Targeting & Consumer Trust

Healthcare advertisers are often deterred by privacy laws and concerns when it comes to targeting individuals or sensitive patient sectors. However, consumers are becoming more open and are even expecting personalization from brands. A recent study showed that after direct mail, TV and radio ads are the most highly trusted media formats for advertising.  A TV ad for a specific health condition can feel less invasive, yet still applicable and relevant.  With third-party data partners, personal information is de-identified for HIPAA compliant targeting. As an additional resource, the NAI provides this healthcare targeting guide to help determine whether targeting efforts or data segments are considered sensitive.

Implications for Healthcare Brands

  • The time is now for CTV 
    • This is an opportune time for health-focused brands to capitalize on the CTV space. Users are cutting the cord, building an increasing demographic of users only reachable through streaming TV.
  • Precision buying optimizes TV ad budgets
    • Replace bulk linear buys with efficiently targeted ad placements.
  • Measurable results empower brands
    • Gather advanced demographic information and data from CTV ads to optimize campaigns, creatives, and audience sectors.

View our full healthcare marketing guide to learn more.

Brand vs Performance Marketing

The coronavirus pandemic permanently altered the workforce and workplace. Many people lost their jobs or suddenly had double the workload to complete during the same 40-hour workweek. There is an entire niche of TikTok where users share their frustrations working in corporate America during the pandemic.

In previous roles, some of my hardest working coworkers became burned out due to the culture and lack of support from leadership, leading to high turnover. The experience at Coegi is a refreshing change from that high-stress environment and is truly a great place to work.

Coegi came into my life during a time when my anxiety levels were at an all-time high. From the first interaction, I could tell that this company was different. I had three levels of interviews and I could tell the employees genuinely enjoyed their work. The last interview was with Sean Cotton, our president, who took the time to get to know me and explain Coegi’s culture.

When I started with Coegi, I spent the first two weeks learning all about the company. Through various training modules, I learned about its employees, social media, programmatic media, and how everything works together. I was given ample hands-on training to help fill my gaps in professional knowledge and be set up for success.

The first part of Coegi’s manifesto states: “We believe in the household names, and the ones who are on their way. The ones grinding, defining and refining their worlds. The ones who know that growth requires purposeful innovation, strategic activation, and a media team they can believe in.” Every single employee believes and lives this out daily. Everyone who works at Coegi genuinely loves what they do. We make it a priority to be on the cutting edge of social and programmatic advertising. We gain certifications in platforms like Facebook, The Trade Desk, and Google Analytics to grow our careers and capabilities.

Coegi and its leadership understand that its employees are the company’s heart and soul. Beyond creating a positive work environment, there are many initiatives to improve employee morale that even the leaders participate in. These include a biweekly book club, mentoring program, weekly company-wide lunch trainings, legitimately fun outings, yearly retreats, and more. Many companies required employees to be fully in-office as soon as it was allowed. Coegi hits a happy medium by providing the flexibility to both work remotely and come to the office for collaboration.

There are many reasons why Coegi is a great place to work. But the bottom line is that the leadership team supports and trusts its employees. If you’re a marketer looking for a place to work, come join our team!

What’s the Difference Between Brand vs Performance Marketing?

A Forbes article explains, “Brand marketing encourages customers to raise their hands. Performance marketing makes it as easy as possible for a customer to get your product into their hand after they raise it.” Branded campaigns are structured to build brand affinity, recall, values, and other emotion-based results.

Performance marketing, conversely, is all about the numbers. Finding ways to build efficiencies and grow total results. These measurement-focused campaigns are built to drive conversions, leads, purchases, and purposeful clicks. All while lowering the cost per action based on channel, audience, and creative learnings.

How To Hold Brand Campaigns Accountable

Marketers that have historically leaned on traditional channels are shifting to digital platforms to have a more targeted approach. However, brand campaign dollars are generally not held accountable like performance dollars. Yet, there is an increasing demand from CFOs and CEOs for those quantifiable results and clear ROI.

A marketer’s job is to showcase the value of upper funnel marketing on long and short term business results. For example, a McKinsey study reported, “With a clearer understanding of consumer preferences and behavior at the early stages of their buying journey, companies report marketing efficiency gains of up to 30% and incremental top-line growth of up to 10% without increasing the marketing budget.”

Measuring Branding Campaign Results

How can you start to measure brand campaigns? Identify business objectives towards awareness that indicate a positive sentiment towards or engagement with your product. Ask the right questions, determine the right methodology, and understand what actions are truly driving interest in your brand.

Taking Full-Funnel Full-Circle

A MarketingProfs article explained this by saying, “brand-driven insight is your truth—the WHY behind all that you do. The performance marketing is your plan put into action—the HOW and WHAT of manifesting that truth.” By understanding this full customer journey, brands can make audiences feel understood. This is accomplished through using data-driven insights to build meaningful messaging on the channels where they are most present and receptive. Ultimately, this builds trust while optimizing budgets simply by being relevant to your core audience. This sets the stage for lower funnel campaigns and creates a more seamless path to conversion.

Coegi built a full-funnel marketing campaign to increase emotional brand connection and drive product trials for  a CPG client. We executed a performance branding study on Facebook to evaluate brand lift and conversion lift for key website events. This blended approach allowed for valuable insights into multiple stages of the consumer journey, from awareness to purchase intent. The results surpassed various CPG benchmarks and highlighted the importance of creating synergies between creative execution and operational strategy. It also placed more accountability on the incrementality of our branding efforts.

Key Takeaways

  • Treat all marketing campaigns as performance-based
  • Hold brand campaigns accountable with custom measurement frameworks that then inform business outcomes
  • Pull insights from bottom funnel campaigns to inform top funnel campaigns (and vice versa)

For more, read Boost Customer Lifetime Value with Awareness Marketing.

/ Contact

Tell us about your project
Are you interested in gaining the latest marketing insights through Coegi’s newsletter, The Loop?
This field is for validation purposes and should be left unchanged.

contact form image