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Campaign evaluation research

Creatives must work harder to create campaigns that hit home – quickly and effectively – to justify every pound spent. Optimise your media strategy with marketing campaign evaluation.

Our approach

With more and more media channels to choose from, getting the optimal marketing mix is challenging – especially while budgets are being squeezed. It’s vital to maximise the impact of your campaigns through creative testing to prioritise your marketing spend and optimise ROI.

We research and measure the value of any campaign platform. TV? Check. Radio ads? That’s right. Online and social media? Sure. Not only that, but any technique too – that includes product placements, point of sale marketing, or on-pack promotions. And everything else in between!

We conduct media marketing campaign performance analysis by looking at cut-through, measuring how the campaign impacts brand awareness and desired consumer behaviour. Informed by advances in behavioural science, we can pinpoint the creative’s impact with a series of specialist techniques.

Channel attribution? We track that too. In short, we’re experts in evaluating advertising effectiveness.

How it works

Embracing a range of marketing campaign analysis techniques, here’s our approach, step-by-step:

01

Understanding your objectives

We’ll tailor the programme to meet your specific campaign research objectives and those of stakeholders.

02

Exploring campaign performance

Discover how your campaign performs using a series of research and behavioural science techniques to evaluate the campaign. Is it engaging and persuasive, do messages land well, how does it perform against benchmarked KPIs, and does it work well at a timed emotional response (TER) level?

03

Analysing and measuring campaign impact

Understand the contribution towards KPIs and other brand metrics. We’ll provide analysis from our proprietary Campaign Optimser tool. Also, as a marketing campaign analysis example, we can model the impact of changes to media spend, to better inform your investment decisions.

Research benefits

Identify platform performance

Demonstrate the effects of individual platforms used within a multi-channel campaign. Highlight under- or over-performance against spend, as part of your advertising campaign evaluation.

Measuring KPIs and brand metrics

Identify the impact of campaign metrics, including brand image and purchase intent. Establish the relative impact of each creative campaign, pinpointing the elements that positively influence your brand.

Inform the optimal media laydown

What's the optimal media laydown based on your budget? By overlaying platform performance with key brand metrics, we'll demonstrate the impact of increasing or decreasing spend on individual platforms.

Research methods

Creative development & testing

Sponsorship evaluation

Content testing

Digital Ad Performance (DAP)

Media strategy

Communication effectiveness

Case studies

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Sky MediaOptimising advertisement engagement

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“The biometric research allowed us to go beyond scene-by-scene engagement to truly uncover key differences in relevancy and effectiveness of the two films to measure emotional connection and deeper engagement. We were delighted to be a partner in this UK “first” in advertising research.”

Volvo Head of Marketing

“Savanta were a joy to work with on an important evaluation project for one of our sponsorship properties. Through a clear and compelling debrief, they demonstrated how the partnership was working to drive improvements in brand perceptions. Most importantly, they were able to separate this impact from an above-the-line campaign which was running at the same time. This use of campaign optimiser was a real eye-opener for us. Now we had evidence on how these creative campaigns - aimed at hard-to-reach audiences - were working. This has ensured the debrief has a life beyond the original partnership.”

EE
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Get in touch

If you’d like to speak with one of our experts right now, please call: +44 (0) 20 7632 3434

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