When Does Advanced Measurement Make Sense?

/ Thoughtspace - Advanced Measurement

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? 

/ 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