Measure the effectiveness of your campaigns with the campaign effectiveness measurement

Een campagne-effectmeting is een absolute must wanneer je de effecten van een (above the line) marketing- of communicatiecampagne in kaart wilt brengen. Is jouw campagne gezien, en door wie? Wat is het effect van de campagne op naamsbekendheid, imago en/of overwegingsintentie? Zet de reclame-uiting aan tot handelen? Dankzij een sterke relatie met onze klanten kunnen we de resultaten gericht analyseren en concrete aanbevelingen opleveren. Zo zorgen we dat je campagnes niet alleen effectiever worden, maar ook meetbare resultaten opleveren.

Campaign effectiveness measurement, baseline measurement, and follow-up measurement

A Campaign effectiveness measurement insight into the effect of individual campaign resources on predefined KPIs. If you are dealing with marketing and communication budgets, you will undoubtedly wonder what the optimal use of your campaign budget is. It is therefore important to know what the euro invested ultimately yields and how this can be optimized. The insights also provide the right basis for discussing the purchase of the right GRPs. To provide insight into the results, a baseline measurement is first carried out. After the campaign, a follow-up measurement is carried out, which provides you with the necessary KPIs.

“Markteffect's research significantly helped us increase campaign effectiveness. Combined with our own sales figures from counter reports, the research provided a complete picture of car buyer behavior. Our management was very pleased with this. A campaign without effectiveness measurement is practically unthinkable now.”
Koen Peeters, Communication Team Leader at RDW

How to conduct a campaign effectiveness measurement?

Depending on your target group, we will determine together how we will conduct the research. The fieldwork method depends on the target group and can therefore vary for each study. As a rule, Campaign effectiveness measurement is Campaign effectiveness measurement carried out through online research among larger samples.

If you want to be able to continuously adjust your campaigns, we offer a brand tracker. This allows for frequent measurements, so that the effects and results can be continuously monitored. It is also wise to have the actual message (the commercial) tested in a campaign pre-test to determine in advance whether it is understandable and clear, and whether it encourages action.

We have access to an extensive consumer panel (B2C) and a large panel of participants from the business community (B2B). The large size of the panels ensures that participants take part in the same survey no more than once a year. This keeps your research results relevant and accurate. Of course, we can also Campaign effectiveness measurement a Campaign effectiveness measurement based on your own customer base. We would be happy to discuss the possibilities with you.

How does Markteffect make campaign measurement unique?

Since most of the fieldwork takes place online, the campaign messages can also be presented to the respondents. These can be static images or (radio) commercials. We use the results to help you make better use of your budget.

Furthermore, we can incorporate various analyses to enhance the effectiveness of your campaigns. An example is GRP analysis, which provides insight into the relationship between the invested media budget and actual target audience exposure. GRP analysis can be performed for any campaign type. We are also keen to collaborate on the interpretation and implementation of the research results. Through a (workshop) Markteffect Next Step Session, we help you translate insights into actionable points.

What is a campaign effectiveness measurement?

The research will provide insight into the effects of advertisements, campaigns, or campaign tools on predefined KPIs. Of course, we also try to 'read between the lines' as much as possible in the dataset to uncover additional insights. If you want to launch a large cross-media campaign with the aim of increasing brand awareness and consideration, we will accurately map out which efforts contributed to which goal. For example, we can advise you that television mainly influences brand awareness and consideration, but that online content has a significant impact on preference.

We believe it is important to ensure that you can make decisions based on the best and most relevant insights. With the help of Campaign effectiveness measurement , you Campaign effectiveness measurement make your marketing expenditures accountable and, more importantly, make the right adjustments to ensure that you get more out of your campaign budget.