Skip to Content

Campaign evaluation research

Creatives must work harder to create campaigns that hit home – quickly and effectively – to justify every pound spent. Optimize 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 maximize the impact of your campaigns through creative testing to prioritize your spend and optimize marketing ROI. Never more so in a world where digital marketing effectiveness is so crucial.

We research and measure the value of any campaign platform. TV? Check. Radio ads? That’s right. Online and social media? Sure. Content marketing ROI? We've got you. 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 behavior. Informed by advances in behavioral science, and marketing mix modeling, 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 program 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 behavioral 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

Analyzing and measuring campaign impact

Understand the contribution towards KPIs and other brand metrics. We’ll provide analysis from our proprietary Campaign Optimizer tool. Also, as a marketing campaign analysis example, we can model the impact of changes to media spend, essentially optimising your marketing mix strategy, 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 & pilot testing

Digital Ad Performance (DAP)

Media strategy

Communication effectiveness

Case studies

View all

Sky MediaOptimising advertisement engagement

Learn More

FREE NOWOptimising ad campaigns

Learn More

“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
Featured report
Define and measure channel content and value
Channels now have to work harder than ever before to give viewers the content they want. We highlight the key benefits of measuring content value in our latest guide.

Download it free below.
Learn More
BrandVue’s Most Loved Media Brands 2022
Savanta's latest BrandVue Media report reveals the UK’s most loved media brands - with performance rankings from across all major categories.

Download the report below.
Learn More
Tracking your ad campaign to maximise sales and ROI
With consumers spoilt for choice in-store and bombarded with messaging across marketing channels, we show you how to monitor how your latest ad campaign is driving your brand?

Download our free guide below.
Learn More
The Power of Emotion Creative TV ads
Creative execution is the biggest factor driving advertising profitability that marketers can influence. We show how optimising your creative can multiply your brand’s profits.

Download our free guide now.
Learn More
Media campaign effectiveness
Helping you to maximize the ROI of the marketing mix through creative testing and campaign evaluation.

Download our free guide below.
Learn More

Knowledge center

View all
Explore

Get in touch

If you’d like to speak with one of our market research experts right now, please call: +1 (917) 768-2710

Contact us

Make Better Decisions.