The work that goes into media placement doesn’t stop at the planning stage. Once the campaigns are launched, we continue to focus on them. Our philosophy combines weekly performance measurement and flexibility between channels. This way, you benefit from unprecedented agility, which translates into a better return on investment over the long term.
SEGMENTING CONVERSION SOURCES
To obtain a reliable view of performance, it’s important to be able to segment the various traffic sources from the very start of the campaign. Whether this is done with specific campaign URLs, tracking parameters, traceable phone numbers or a promo code mechanism, all methods are available to identify the different sources and build a solid attribution model.
EVALUATION OF INTERNAL AND EXTERNAL ATTRIBUTION FACTORS
Along the way, the results should be analyzed within the context of both internal factors and those outside of your control.
Internal factors include the relative performance of different ads, the budget allocated, performance by channel and show, ratio of prime time exposure, days of the week and synergy between different ad placements. When it comes to print advertising, we also take into account the various types of publications, advertising formats, and their environment.
External factors include regional, national and international news, the weather, the evolution of your market, your competitors’ marketing strategies, share of voice, and more.
EVALUATING THE COST PER ACQUISITION
In the case of a "call-to-action" or prospecting campaign, both the global and channel-specific cost per acquisition is compiled and examined every week. This analysis takes into account not only the gross budget, but invoiced hours of work, external costs and creative production. We generally aim for three main goals:
- An increase in conversions (in absolute terms);
- A decline in overall cost per acquisition;
- The diversification of advertising channels showing a positive return on investment.