Accountability of marketing spend and being able to demonstrate a tangible return on investment is high on the list of both marketers and finance directors.
Research can be used at all stages of the campaign from pre-testing to help with creative development and selection through to campaign evaluation by establishing the performance pre and post campaign (advertising awareness and brand tracking for example).
Establishing the link between predicted response in research and actual response. CCB fast.MAP through the multiple projects we carry out in this area are able to build benchmarking databases to enable clients to gauge how effective their planned campaign is likely to be compared to others in the market place.
charity.MAP is one product we offer which enables charities to gauge how creative performance and likely response compare within the overall charity sector. Quite simply it becomes possible to pre-test a campaign and obtain a charity.MAP score. This due diligence step can give confidence to organisation that the potential return on investment is inline with their assumptions and plans.
Migration of offline projects online:
With the time and cost savings that can be achieved via the online medium, many organisations are successfully migrating offline projects that they may have run for many years. Additionally, larger sample sizes can often be achieved which can give a bigger picture of the market place. For example if traditionally only the target audience are surveyed in relation to advertising recall, what this doesn’t give is an indication of any campaign wastage by establishing who else may have seen the campaign and how their views differ to the intended market.
Predicting future behaviour based on past behaviour:
Regressional analysis has formed the backbone of many database marketing strategies for many years. However as consumer behaviour becomes more fragmented and harder to predict, overlaying attitudinal insight can help move away from just making decisions based on what has happened and not what is likely to happen.
Many of our clients are now developing models that integrate attitudes and future behaviour into their targeting and campaign strategies
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