Clear insight into the performance of media use through website attribution analysis

We use three data sources for the analysis:

• Historical data on website visits;
• Website visits during the campaign period;
• Broadcast schedule for the campaign.

By linking campaign timepoints to website visits, we determine the campaign uplift in website visits. We report both the uplift per spot (how many extra website visitors did the spot generate) and the uplift per GRP (how many extra website visits does it generate when I reach 1% of my target group through the campaign?).

By adding the broadcast schedule, we provide insight into both the effect per commercial broadcast and the effect of campaign characteristics. This includes results for, for example, the version of the commercial, the medium used, channel per medium, day of the week, and time slot per day. This analysis includes TV and radio commercials.

The results of the analysis are displayed in an online dashboard. This is a real-time dashboard that you can access 24/7. We report the total number of website visitors and the additional website visits generated by the campaign. By adding the broadcast schedule, we can demonstrate the effect per commercial broadcast. The interactive aspect of the dashboard allows you to perform your own analyses and cross-references to determine the effect of your campaign as accurately as possible.

Why conduct a website attribution analysis?

Determining the effect of a campaign on your website visits is difficult. This tool allows you to make an informed decision about the effect of the campaign based on the data and answers the following questions:

• Where is the best place to broadcast my commercial?
• When is the best time to broadcast my commercial?
• Which ad will score best in increasing visits to my website?

In addition, we don't just do what you ask us to do; we want to really understand your research question before we get started. By listening carefully to you, analyzing your question, and only then providing advice, we ensure relevance. Because that is what really matters. With more than 30 years of experience, we know the market inside out. This helps us understand what you are asking of us. As a result, we are happy to provide you with appropriate advice. We use a proven approach for this, in which collaboration with our clients is central.

Some examples of takeaways from a website attribution analysis

Media instrument
The radio campaign had a greater impact than the TV campaign. The number of visitors was used as a benchmark for this.

Radio station
Radio 1 and Sublime FM generated the most attribution per radio commercial on average. Compared to the rest, the Sublime FM commercial is the most appealing radio station.

Commercial broadcast day
The 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.

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