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Campaign measurement
Effectively measure the incremental lift from your campaigns across all channels
Acxiom’s unbiased, closed-loop market campaign measurement offerings identify the incremental impact of digital and offline campaigns to improve marketing performance.
Campaign measurement
Marketers are continually challenged with accurately measuring the impact of their marketing dollars and quantifying true ROI and ROAS. As a neutral, third-party measurement analytics provider, Acxiom supports brands with a full suite of cross-channel campaign measurement services that span offline and digital campaigns including addressable TV for better planning and overall marketing performance.
Accurate, unbiased approach you can trust
Accurate and unbiasedly measure incremental lift of omnichannel campaign performance on sales.
Impact measured at the personal level
Measure the exact number of individuals who were exposed to the message during a campaign by segment and conversion.
Consistent repeatable process across all sources
Consistent campaign measurement of performance across all platforms/
publishers or channels.
Understand characteristics of audiences who engage
Understand audience portraits by publisher, impressions, demographics, and segments.
Why brands should invest in independent campaign measurement
Savvy marketers are opting for independent reviews of campaign performance, which are critical to developing effective test-and-learn strategies that will ultimately drive better overall marketing performance and an improved customer experience. Third-party measurement requires an investment, but that can quickly pay for itself by making it easier to determine attribution and conversion, not just within one platform, but wherever your customers may be. It is essential to focus on the advantages of independent measurement and what to look for when choosing the best analytics partner for your marketing and customer experience needs.
Taking ownership of measurement
Advertisers spending top dollar for media want to make sure they’re getting the most for their money. The ability to effectively assess campaign performance and course correct to develop a better understanding of your customer, their habits and preferences is more critical than ever. Some leading marketers have made drastic changes that have shaken up the status quo.
Food for thought:
Digital ad platforms and channels often provide reports that accompany campaigns, which usually provide enough metrics to roll up in a dashboard. Since methodologies used across reporting platforms vary widely, however, these metrics are not consistent, making it more difficult to measure and assess the return on a campaign and its performance. Marketers need to understand the basis for the measurement reports they receive, whether that be the total audience, onboarded audience or distributed audience, as well as ensure that the test and control groups are comparable. Few brands have the in-house expertise to meet all these requirements or can apply this rigor across the multiple campaigns they may be running concurrently.
Understanding the opportunity cost
When marketers want to take a deep dive into their campaigns, complimentary is often only complementary. It’s to be expected that self-reporting would have some inherent – even unconscious – positive bias. It’s important for marketers to critically evaluate the reporting they are receiving, what they are really looking to measure, and if the tools and resources they currently have are able to succinctly perform those tasks. Here’s what marketers give up by taking the free path to measurement:
Ease of Visibility
Marketers analyzing reports are often looking for analytics that will provide actionable insights into the campaign. While marketers want to highlight their wins and put their best foot forward, they also want to understand the tactics that drove performance.
Standardized Reports
Creating a holistic campaign report that spans across all channels based on various channel-specific reports can be time consuming. Advertisers often have to spend additional time slicing various reports in different formats to develop the report they need that delivers the campaign results that are meaningful to their organization.
Ability to Make Direct Comparisons Across Channels
Ad agencies may rely on DCM cookies to provide their clients with measurement. Advertisers are often left trying to assess campaigns using disparate pieces of a puzzle whose pieces do not fit together. Spending time analyzing disparate data sets can be a complex exercise due to inconsistencies in measurement platform methodologies.
Why Is independent measurement important?
Investing in independent measurement pays off in other savings over time – either in work hours or dollars saved. Complimentary reporting from various sources only scratches the surface of analytics. Turning to an independent third-party resource may save the organization advertising dollars, preventing advertisers from taking the wrong path in a campaign, no matter how tried and true a tactic may be.
Trust in neutrality
For the advertiser, having an independent third party analyze campaign results ensures an unbiased view of the performance. A third-party participant who is not invested in the project, either emotionally or financially will provide an objective analysis to the campaign.
Consistency provides clarity
Rather than zeroing in on a campaign within one channel, independent measurement analyzes multiple platforms and channels used within the campaign to connect the dots and provide true correlation data.
Conducting independent measurement will pay for itself
Consider the investment of an independent measurement partner as paying it forward. Over time, marketers will develop a better understanding of their customers and are able to adjust communications to better reach them. Reaching customers where you know they are listening to leads to faster conversions. When you invest more, you also get more in return.
Some examples of incremental lift of omnichannel campaign performance (without bias) include:
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in new accounts opened
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incremental buyers
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in sales
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in logins
What to look for in an independent measurement partner
Once you’ve decided to invest in independent measurement, here are some things to consider when choosing a partner that fits your needs.
Find a Partner That Can Navigate Complexity and Ask the Right Questions
To ensure the sourcing step doesn’t slow you down or distract your organization, pick the right partner who understands how different publishers provide reporting and can ask the questions you didn’t think of asking – a partner who has seen what works and what doesn’t, and can help guide you in your campaign design decision-making. Consider what are your must-haves metrics – the numbers that answer your most pressing questions that respond to your KPIs. Then, choose someone who is equipped to cater to those needs.
Choose a Partner That Gives You a 360 View of Your Campaign
Make sure you pick a partner that will let you see across a campaign, rather than just small parts of it, measuring results with a consistent and highly qualified methodology. Getting the entire picture of a campaign helps you understand the motivation behind a conversion – or lack thereof – and where in the customer’s journey this occurred.
Work With a Partner That Can Make an Immediate Impact
Choose a partner that doesn’t take a user’s manual – and multiple hours – to begin implementation and who can simplify the process of implementation, from identity resolution to analysis across channels. You want a measurement tool that is not only intuitive and easy to use, but also takes care of the tough stuff for you.
While it is sometimes important for marketers to measure mid-campaign, look for a partner that focuses on the long-term learning and benefitting results, who can assist in developing campaigns and campaign series that will yield the most actionable learnings for ongoing improvement. Ideally this partner will also be at the forefront of the evolution of marketing and spot trends, providing strategic guidance to help brands lean into these evolutions and create solutions when challenges arise
An investment that pays dividends
While complimentary analytics are a good starting point to campaign measurement, using a third-party partner to do true people-based measurement will fast track your marketing performance and maximize your spend for current and future campaigns. Make sure you choose a partner that understands your needs and is able to meet them and can help you become an expert marketer who fully understands your customers.
Food for thought:
Traditional campaign measurement only gives a snapshot view. A third-party partner who can activate people-based measurement will allow advertisers to see a holistic view – like watching the entire film, rather
than the highlights reel. Taking this people-based approached to measurement pivots marketing from individual campaigns to creating true omnichannel customer experiences.