Cross Media Tracking analysis

Based on the version of the commercial, the medium used, channel per medium, day of the week, and time slot per day, the Markteffect analysis also provides insight into the best-performing commercials within a campaign. A CMT analysis primarily includes TV and radio commercials. Optionally, it is also possible to add a (related) online marketing campaign. It is often used as an additional analysis in a Campaign effectiveness measurement.

Why conduct a Cross Media Tracking analysis?

The results of the analysis are displayed in an online dashboard. This is a real-time dashboard that you can access 24/7. Both the total number of website visitors related to commercials and the actual attribution on top of the average number of visitors are displayed in the dashboard. The broadcast schedule for all commercials is also loaded. This makes it possible to accurately demonstrate the effect of each commercial broadcast.

By linking the results to net media expenditure, the costs per visitor and per conversion can be determined. It is also possible to provide accurate advice on how best to structure the next campaign flight, based on the best-performing media, moments, and channels.

The interactive nature of the dashboard allows you to perform your own analyses and cross-references based on the available data. In addition to the advice you have come to expect from us, you can also work with the data yourself to gain additional insights.

A few examples of takeaways from a CMT analysis

Media instrument
The radio campaign had a greater impact in relation to the budget than the TV campaign. The number of visitors and conversions were used as indicators for this. 

Radio station
Radio 1 and Sublime FM generated the highest average attribution per radio commercial. Compared to the average cost per commercial on Sublime FM, this makes it the most attractive radio station.

commercial broadcast dayThe CMT analysis shows that Thursday and Friday are the most successful days, based on the number of website visitors vs. the cost per visitor. On Sunday, the attribution is significantly lower, making the commercial relatively expensive.

commercial broadcast timesMost clicks to the website occur between 8 and 10 a.m. However, the average cost per visitor is higher than for commercials broadcast between 1:30 and 2:30 p.m. This time slot is the most attractive from a budget perspective.