The desire to measure marketing effectiveness is as old as marketing itself. But the immediacy and accuracy of online measurement has led brands to demand an even more accurate and nuanced understanding of how all their marketing is performing.
Traditionally, research has been able to provide fairly blunt answers of the ‘go’-‘no go’ variety. But new online techniques can allow marketers to go way beyond this, helping them understand not just what works, but why it works and how to improve it.
This session will introduce marketers to some of the latest research techniques to evaluate their campaigns both before and after launch. It will arm participants with new ways to demonstrate the effectiveness of their ideas and campaigns to clients.
The session could include:
How Opinium’s ADvantage product is shedding new light on TV advertising
Using omnibus research to get a quick and easy read on the effectiveness of any campaign
Using quantitative research to measure and evaluate branding and design
How survey research can bridge the gap between online display advertising and real-world intent to purchase
Trainer : Steve Looney
Steve has nearly 20 years experience working in market and consumer research – and has delivered insights for clients from small start-ups through to iconic brands.
He leads the brand & comms practice at Opinium and during his career has worked in creative development with clients such as Unilever, Peugeot, The National Lottery and Sky.
FOR ANYONE WHO HAS BEEN FURLOUGHED