Communication analytics: Effectiveness research for conversion based campaign planning

Date of publication: June 15, 2014

Abstract:

The Single Source Model is a self-report model and proving far less reliable in a world where consumers are now exposed and interacting with brands across diverse channels and multiple screens, often simultaneously. Whether bravado or curiosity, in 2012 we decided to see whether we could isolate and then measure different components of a communications campaign (offline and online) and tie them back to sales. We have a proven system and method that take into account key aspects of brand campaign, manipulate them and measure a positive impact on sales. The model has been validated using 14 large scale brand campaigns (involving many of The Netherlands’ largest brands).

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