Campaign

Advanced Media Analytics

There are various analyzes that provide insight into the effectiveness of campaigns based on online qualitative research. In the contact frequency analysis, we measure how often a consumer has been in contact with a campaign.

A chance of contact is calculated by matching the media schedule and media profile with each other. We use this to get in-depth analyzes on the KPIs of the campaign. A consumer not only is in contact with a campaign through the paid channels, but also through your website, customer service, word of mouth or in the streets. In our advanced media analysis, we validate as accurately as possible for contacts and effects.

Communication Analytics (CA): data science on campaign effects
Communication Analytics is a fully data-driven study that can be combined with media patterning schemes, website visits and specific KPIs (sales, store visits) using statistical pattern recognition (machine learning) to measure the effectiveness of the media mix.

This type of marketing mixed modeling calculates the contribution of media in concrete costs per visitor (cpv) or costs per order (cpo). With this we accurately calculate the effectiveness of the media mix, so that optimization possibilities arise. Validators has now validated more than 700 million euros in campaign media deployment, with which we have built up a comprehensive benchmark.

Campaign effect measurement with online research
Online research is ideal for determining the visibility of advertisements in various medium types. With recognition of the commercials (and remembering them), the effect is determined between the exposed and the non-exposed group (seen or not seen). In the more advanced test, a pre-measurement (0 measurement) and a post-measurement (1 measurement) are done. This is a pragmatic study that maps the effect of your campaign.

Effect campaign on mental market position
We measure campaigns that have to take the brand to a higher level in the long term. It is important to find out whether the relevance of the brand can increase due to the campaign. Inspired by the ideas of Byron Sharp, we created a CEP framework in which we follow the relevance of your brand for a longer period of time.

Benchmark
Results don’t give enough information without the possibility to compare them with scores from your sector. Validators works for the top 200 advertisers and has a carefully constructed benchmark for campaign effectiveness.

Do you want to know more?
Please contact Martin.