Marketing Measurement Capabilities
Understanding the impact of these campaigns is paramount to justifying and optimizing future investment. And getting to an accurate portrait of how these campaigns are performing is becoming more challenging than ever. Finding the appropriate solution among a myriad of options can be the difference between success and failure for advertisers.
We know that every campaign is different
At Big Village, we take a disciplined approach to finding the right solution. We know that every campaign is different. These factors often dictate the appropriate measurement strategy. Big Village considers these details in determining the appropriate measurement plan for a given situation.
Some drive online behaviors; others don’t
Some are purely digital; others are multi-channel
Some enable respondent level personalization and measurement; others can only be measured by aggregation
Primary measurement approaches
Incrementality Measurement (aka Brand Lift)
Helps link digital and offline impressions to subsequent relevant behaviors, such as website inquiries and purchases, both digitally and non-digitally tracked.
Helps link digital impressions to subsequent relevant behaviors, such as website inquiries and digitally connected purchases.
Market mix modeling
Helps link historical marketing investments with the impact they’ve had on brand position and business outcomes.
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