3. Measure long term advertising effects
Most advertising creates an initial short term lift in sales and a prolonged long term
impact. This is generated through repeat purchase and customer loyalty.
Long Term Effect
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4. Media copy quality measurement
Media content and copy quality can be separated and measured. This has implications for
design, content and message mix.
Copy effect can vary – understanding and measuring this is vital
Note: we can apply this technique to digital media also.
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5. Assess marketing synergies
Marketing synergies can be assessed through simultaneous activation of campaigns. The
results of combined activation are always greater than the sum of the parts. This is a clear
indication of synergies from running truly integrated marketing campaigns (IMCs)
Revenue(£)
Revenue(£)
Revenue(£)
+31%
+23%
+42%
Revenue(£)
+28%
Print Media & Paid Search Synergies
Print Media & Online banners Synergies
Direct Mail & Email Synergies
Outdoor & Online Synergies
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6. We package our proprietary Semantic Engagement Index (SEITM) into a media mix model
and monetise social media conversations.
Much like other marketing and media metrics, we can deconstruct the different elements
of the SEI metric into the channels driving social engagement and brand sales. (Read more
on Social Media ROI measurement.
Source: Nielsen BuzzMetrics data as of November 27, 2011
Social media driving consumer
engagement and sales
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