How do I move beyond last click attribution?

The service for you: Incrementality/Attribution Strategy

Incremental lift testing shows the total net incremental contribution of any form of marketing. This can be done either automatically via programmatic media, or with regional testing for any other forms of marketing e.g. offline media, price promotions, new landing pages etc.

How do I build a future proofed media-mix model?

The service for you: MMM/Measurement Framework Consulting

We guide clients through the data they need to build an MMM model, including light/agile data models whereby we use smaller data sets to make tactical decisions on marketing effectiveness. This is one pillar of the ‘mixed measurement framework’ we recommend to mature brands, which is typically the least used – but also most beneficial – to advertisers. Our consultancy guides clients through the decisions that should be made from each form of measurement and the confidence in which should be placed in each.

 

 

Do I have the right balance between brand and performance?

The service for you: Measurement Analysis/MMM/Media Strategy

We review the measurement and data work done by other agencies or clients in house. This can be an important 2nd opinion on data work, which is often hard for clients to audit for accuracy and bias.

How should I optimise performance media when I sell in on and offline sales channels?

The service for you: Measurement Framework Consulting

Lots of brands sell in more than one sales channel – online, in app, in store and via 3rd party retailers are all common. This presents a challenge for brands who deploy standard performance marketing tactics because media drives response in ALL sales channels, yet only some of those sales channels are easy to attribute with standard digital measurement tactics. The result is that businesses with multiple sales channels often end up ‘preaching to the converted’ with their performance media which significantly limits the incremental effect of advertising. This situation is best resolved with a measurement framework that recognises cross media and cross channel sales drivers.

How do I know which channels are driving incremental business?

The service for you: MMM/Incremental Lift Testing (either programmatic lift, or regional lift. Regional lift is used for non programmatic channels, or to test marketing drivers like price promotions)

We have a range of products and services that all measure incremental lift: MMM, light MMM, regional lift & programmatic lift. The methods we recommend depend on the client and their data availability. Best practice is to use all forms of incremental lift measurement, as when different methodologies deliver the same conclusions this is strongest form of evidence that we have an accurate read on marketing effectiveness.

What are the right KPI's for my media channels?

The service for you: Measurement Framework Consulting

We build a ‘balanced scorecard’ measurement framework that has appropriate KPI’s for each channel & comms theme throughout the full customer journey. This allows brands to drive genuine growth, because all businesses need awareness, consideration and preference in order to drive incremental sales and revenue.

How do I improve my share of market?

The service for you: Share of Search Analysis

Share of search is a form of analysis that can be used to predict future market share for any brand in any category or market. We use Google search data to calculate which brands have ‘share of demand’. This same technique can also be used as a low cost proxy for brand tracking (a measure of saliency) so useful for brands who do not pay for a brand tracker. At CvE we have used this technique to define who is winning, and why, within the UK travel sector for ITG.