How and What to Measure?

Last week I was working for one of the client's pitch and planning the complete strategy on the digital campaign. After most of the groundwork on setting up the process and also making sure on the deliverables the key issue which needed to be set was measuring and optimizing the campaign in the optimal manner.

The measurement and optimization should grow from business process and then should have the objectives of what you count. Here is a small funnel which will explain you the process from advertising to sales.

The campaign will be ongoing for the whole year and it was very important to set up the complete measurement and optimization parameters right in the beginning. I am now mentioning few of the parameters which I think should be setup at the time of planning.

Apply the funnel - Boost your media planning results by:

• Modelling brand attentiveness
• Planning your expectations of brand uplift
• Making reasonable estimates of brand activation
• Using existing conversion data to model the sales response

An exercise you should consider:

• When the calculations are complete, consider whether brand campaigns should involve bringing customers to the brand website, or simply deliver the messageand the exposure within the media owner website, using the model of conventional advertising?
• Some marketers prefer to ‘fish where the fish are’ rather than drawing traffic totheir own sites.

Over-the-page advertising

Media metrics

• Audience reach
• Technical interaction
• Duration
• Engagement
• Email registration

Marketing metrics

• Brand favourability
• Purchase intent

So here's the summary once there is all the data in place these are the five key steps you should consider for the optimization:

1. Get the Frameworks:

• Analytics Engine
• Adserver Technology
• Optimizers and Analysts

2. Build the models for optimising media value

• Frequency Capping
• IP/GEO
• Dayparting
• Creative rotations

3. Develop models for key advertiser variables

• Sales
• Direct Response
• Brand Effectiveness

4. Develop contextual and behavioural models

• Evaluate
• Test
• Deploy

5. Then apply to the formats it matters most

• Banners
• Videos
• Animations