direct response tracking
Post on 29-Nov-2014
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Make Direct Response TV Work
Measure and Tune It
• 10-30% cost improvement for established businesses!
• Savings go straight to bottom line
Why Measure and Tune
• 10-30% cost improvement for established businesses!
• Savings go straight to bottom line
• Can make difference between profitable and loss-making campaigns
Why Measure and Tune
Effective combinations of:
• Programs and timeslots
• Advertising messages
What Tuning is Based On
Effective combinations of:
• Programs and timeslots
• Advertising messages
• Number of repetitions
What Tuning is Based On
Direct Tracking:
Links each contact to the advertisement that generated it
2 Types of Analysis
Modelling
Direct Tracking
Ad1
Time Time
Ad2
Call1 Call7 Call9 Call 10
Call11 Call 15 Call 18
Call 19
Links contacts to advertisements based on time
Can Tell You
1. Not just how many leads each ad brings, but also who specifically they are
Direct Tracking
Can Tell You
1. Not just how many leads each ad brings, but also who specifically they are
2. Can correlate lead attributes with programs, day parts, message
Direct Tracking
Can Tell You
1. Not just how many leads each ad brings, but also who specifically they are
2. Can correlate lead attributes with programs, day parts, message
3. Optimal number of repetition within the same program / context
Direct Tracking
Requires:
1. Strong call to action
2. Spacing of commercials in time
Direct Tracking
Saying ‘Call Now’ is not enough:
• Need a reason to call right away, eg discount that expires in X minutes
Direct Tracking – Call to Action
• Should not have commercials running at close times on different channels in the same region
Direct Tracking – Spacing
• Should not have commercials running at close times on different channels in the same region
• If you cannot avoid it, have multiple versions of advertisement with different phone numbers or different URLs
Direct Tracking – Spacing
Direct Tracking
Types of Analysis
Modelling:
Estimates additional contacts generated by extra activity in parts of campaign
Matches differences in results to differences in advertising activity
Modelling
0
10
20
30
40
50
60
70
0
1
2
3
4
5
Week 1 Week 2 Week 3 Week 4
Channel 1
Channel 2
No.Calls
Matches differences in results to differences in advertising activity
Modelling
0
10
20
30
40
50
60
70
0
1
2
3
4
5
Week 1 Week 2 Week 3 Week 4
Channel 1
Channel 2
No.Calls
No. calls is solely driven by Channel 2
Can Tell You
1. How many extra leads will be generated if you increase advertising on specified Channel/ Publication/ Daypart/ Context/ Genre etc
Modelling
Can Tell You
1. How many extra leads will be generated if you increase advertising on specified Channel/ Publication/ Daypart/ Context/ Genre etc
2. Optimal campaign duration
Modelling
Can Tell You
1. How many extra leads will be generated if you increase advertising on specified Channel/ Publication/ Daypart/ Context/ Genre etc
2. Optimal campaign duration
3. Compare effectiveness of messages and formats
Modelling
Requires:
1. Variations in advertising week-on-week:
– Total activity
– Use of different media/channels/programs
Modelling
Requires:
1. Variations in advertising week-on-week:
– Total activity
– Use of different media/channels/programs
2. Combinations of different messages with different context (TV program, time slot, publication, article)
Modelling
No single answer, but a combination of:
• Programs
• Messages
• Repetitions
Do they bring the right audience? Do they provide the right context?
Analytics Reports
No single answer, but a combination of:
• Programs
• Messages
• Repetitions
Does this audience respond to these offers, messages, format?
Analytics Reports
No single answer, but a combination of:
• Programs
• Messages
• Repetitions
Too little – and the message does not cut through. Too many – and there is no receptive audience left.
Analytics Reports
• Channel performance
• Program performance
• Best commercial formats and messages
• Time trends
• Optimal frequency
Analytics Reports Include:
Know Possibilities and Limits
Avoid disappointment in marketing analytics:
• Plan ahead so that measurement is possible
Know Possibilities and Limits
Avoid disappointment in marketing analytics:
• Plan ahead so that measurement is possible
• There is often no “best performing” program or placement or message.
Know Possibilities and Limits
Avoid disappointment in marketing analytics:
• Plan ahead so that measurement is possible
• There is often no “best performing” program or placement or message.
• There are “best combinations” that work together to entice a specific audience take action at specific time.
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