Do you enter into a campaign planning for the right contribution from media and trade activity?
The framework for a successful campaign is self-fulfilling. Planning is based on the evidence of previous campaigns, and evaluating success is impacted by preparation earlier in the process.
This means that accurately recording the results of a campaign is critically important, as is looking beyond raw numbers simply for their own sake. Click-through rates and other metrics can be helpful to give an indication of engagement, but what really matters is how a campaign influences people’s habits and the impact that has on a brand’s bottom line.
Through analysing real buying habits, we can evaluate how media worked through different channels by measuring their impact on sales during and after a campaign, both in the short term and the long.
Uplift per 1000 households on FMCG campaigns
Of course, a host of other factors also make a difference. For large brands, existing loyalty typically reserves space in both customers’ minds and on retailers’ shelves, helping to maintain sales independent of advertising campaigns. Similarly, promotional activity can be immensely powerful in the short term and often dwarf the impact of media events. To muddy the waters further, over-zealous advocacy of advertising can mean that marketers occasionally overstate its impact and exaggerate its role in promotional success. But using a CMM allows us to measure media-driven sales separately from those other components, and isolate the impact a campaign has had on new shoppers and in increasing penetration.
Source of brand sales during a typical campaign
