The importance and challenges of campaign
evaluation
The
unique advantages of Ghawar
Three
dimensions of campaign evaluation by Ghawar
- Basic dimension: impression effect - Short-term dimension: seeding effect - Long-term dimension: brand building
effect
Real-world
case sharing of campaign evaluation
" Half my advertising spend is wasted" has been a cliche since it was raised more than 100 years ago. Despite the abundance of data and analysis tools, the "wasted half spending" problem has not been solved even today, but rather gets worse. What’s more, the following seemingly "basic" problems are still troubling brands:
How much real impression is achieved for a specific ad placement? Are the exposed audience my targets?
How many target audience does the ad generate and how much traffic does it drive sales in the short term?
How much branding power does it bring and how will it contribute to future business in the long term?
Compared with competitors and industry benchmark, how is my business performance based on these indicators?
What's the optimal media mix strategy, short-term and long-term?
Management guru Peter Drucker said, "you can’t manage what you don’t measure", which explains well it difficult to achieve effective marketing ROI with low cost, plagued by lack of accurate campaign evaluation. While touchpoints and data are increasingly rich but fragmented, ‘data silo’ has become a major bottleneck to contemporary marketing. In order to break the dilemma, lluminera newly launched the most innovative consumer-perspective mobile insight platform, Ghawar, by way of unique data collection technologies and disruptive marketing solutions.
Ghawar keeps tracking consumer journey, recording genuinely how consumers are exposed by ads in each APP, how they react at the moment, and how they "vote by feet" later. Whether they are instant in-app actions, or reactions generated after a period of time and across touchpoints and platforms, Ghawar could capture all the consumer behaviors around the brand. Thus, Ghawar has the privileges to provide powerful data support and benchmark for the strategy formulation, comprehensive diagnosis and optimization of brand campaigns.
On August 23, Illuminera digital marketing experts will share how to utilize Ghawar to evaluate campaigns, accurately track ad impression and brand voice, truly reflect the effect of short-term seeding and long-term brand building, and other related topics. This will be, for brand owners, the first but most important step to break the "Data Silos" and achieve marketing efficiency with cost reduction.
FMCG, consumer health professionals in functions inicuding marketing, branding, consumer insights, media strategy, product and service innovation, strategy and communications, digital transformation, etc.
Online (We will send access details upon registration)
Matthew Lu , Boutique Leader of Ghawar, Illuminera
Leon Duan , VP-Digital
Transformation, Illuminera
