Working out which half of your ad spend is working

It’s not difficult to prove that an ad campaign has benefitted a brand, and to demonstrate which metrics it has moved and by how much.

However, when most campaigns are multi-platform that’s not enough. The overall campaign may have worked but did each element pull its weight? Did they work together well? What could you do better next time?

Our approach uses respondent-level modelling taking into account: a) a consumer’s frequency of exposure to each campaign element, b) their response to the advertiser’s key brand metrics and c) other factors that may influence their responses (eg are they a brand user, what’s their age and category use?).

The result is a clear evaluation of the overall impact of the campaign and the contribution of each campaign element to the overall performance. That makes for a stronger, more strategic evaluation helping you make smarter decisions for your next campaign.