Jun

5 things to know about evaluation

Post by BEcause XM

1. Brand Experience is one of the most measurable mediums you just need to pre-plan what, how and when you are going to measure. We monitor the obvious stuff like campaign reach, no. of contacts and samples, but also purchase intent, sales effect, consumer and trade feedback , WOM effect (as high as 4x for some sectors), brand awareness, perception/behaviour change, etc.

2. Brand Experience works – we know this from the campaigns we have run (and have measured) with our clients, for example…

- an experiential sampling campaign for a beer brand delivered an ROI index of 2.4 (i.e. for every £1 spent it delivered £2.40 revenue).

- an immersive experience for an energy service provider generated Media coverage worth 5 times the campaign spend.

3. There are a number of techniques you can use to measure - but the important thing is to measure pre, during and post campaign. We benchmark versus control groups and use historical data for statistical modelling. We use rewards to improve data collection and link Brand Experience with digital and social media for CRM follow up . We use bespoke research, tracking surveys or even a simple NPS score where all research is based around likelihood to recommend.

4. We have a unique BEcause Value Generator Model which helps us calculate ROI and offer Live Web based reporting to track how your campaigns are doing at any time – so we can establish any areas for improvement and evolve the activity to deliver against sent KPIs.

5. We work with a number of partners (e.g Dunnhumby, Millward Brown, Brainjuicer, jra, ACNielson) to deliver indepth research