Campaign effectiveness

Get an overview of your campaign effectiveness to optimize current and future campaigns

A campaign effectiveness study can be divided into pre, during and post campaign studies.

First, benchmarks are established to assess unaided and aided awareness of the specific product/service before the campaign.

Then, the during-campaign study can be included to evaluate how different metrics change while the campaign is live.

Lastly, the post-campaign analysis is used to uncover insights on changes in awareness and consumer interest, and ultimately to determine if the advertising will result in a positive ROI.

Key insights

By performing pre and post campaign tracking, you will be able to:

Gain a detailed campaign effectiveness overview on a range of different metrics, e.g., awareness, purchase intent and likeability
Understand how your campaign is perceived among consumers
Estimate your campaign impact on consumers and act on the acquired knowledge to optimize current and future campaigns
Measure marketing revenues attribution
Understand early-stage sales funnel development

Pre, during and post analysis

Technical set-up

Brand health / brand equity attributes (awareness, consideration, usage, preference, loyalty) and other KPIs are evaluated before and after the campaign.

Additional campaign-specific questions can be added to the post survey.

Data analysis and reporting

Pre, during and post campaign results are compared to:

Get insights on what did and what did not change after the campaign
Identify the effectiveness of the campaign through the most significant changes in brand health / brand equity

Example of brand funnel

Learn how we improve the brand tracking setup for our client

Pre/Post brand tracking metrics to measure campaign effects

“We were looking for a partner to help us reach some tough audiences - university students. Our marketing team had done a lot of work to target students and we wanted to get some pre and post brand metrics to understand the impact of all of our activities. The survey activities were only focused on specific university areas across Italy, so we had to be even more targeted. Opeepl were capable of targeting these areas and get enough respondents. The sample and speed was great - I was very impressed with how quickly they did achieve."