Digital technology has revolutionized the advertising business with the birth of big data, an inexhaustible source of information on consumers.
Data, the invisible assets of an advertising campaign, have become an essential performance factor in a company’s communication. They make it possible both to build a coherent marketing strategy and to measure its performance.
For example, the analysis of information on Internet users’ behaviour makes it possible to better understand them, to identify their expectations, and thus to determine the best way to address them, at the most appropriate time. The analysis of the results then makes it possible to check the effectiveness of the messages and, in the event of failure, to identify the causes to better remedy them during future campaigns.
Of course, for advertising to be effective, it is important to choose and use the right data. In this respect, it should be noted that the value of information depends on several factors, to mention only the method and freshness of collection, as well as its origin. Above all, the data used must be consistent with the objectives of the campaign.
This raises questions about the data needed to analyse advertising campaigns both during their preparation and after their distribution in order to measure their impact.
The data necessary to prepare an advertising campaign
- Understand consumer motivations and behaviours
Advertisers have never had access to as much consumer information as in the digital age. Indeed, Internet users leave a multitude of digital footprints with each of their actions that companies can analyze to identify and understand their expectations. Thanks to all this data, which constitutes the Big Data, advertisers now have greater ease in targeting consumers. They have the means to develop a personalized advertising campaign, or even to create ads in real time. Messages can be adapted according to the preferences and needs of the target audience. This is the case, for example, of Google or Spotify, which already use this technique to suggest targeted content to Internet users.
Data analysis also makes it possible to identify new opportunities. It facilitates decision-making on the choice of media and communication channels to have the most impact and reach the maximum audience, as well as to optimize the distribution of the advertising budget. In other words, data makes it possible to gain in precision and agility in the development of an advertising campaign, and thus to maximize the chances of conversion.
- Keep in mind the objectives of the campaign
In any case, the choice of data to be integrated depends on the strategic objectives of the advertising campaign. By way of illustration, for the promotion of a brand or product, a wide distribution of advertisements is necessary to have a maximum impact. Segmentation by age and gender will then make it possible to offer personalized and targeted content. Other data such as the socio-professional category can also be taken into account to further refine targeting. The idea is to get as many impressions and reach as possible. Another example: as part of a performance campaign, it is advisable to go through a “test and learn” process in order to identify the different opportunities and signals to be activated.
The data necessary to analyze the results of an advertising campaign
- Identify Key Performance Indicators (KPIs)
The evaluation of the performance of an advertising campaign is carried out logically in relation to the strategic objectives it has set for itself. They should be translated into digital, quantified and time-bound objectives to facilitate the identification of KPIs. For example, if the objective is to increase turnover, it is necessary to determine the volume of sales to be achieved following the broadcasting of advertising messages. For a campaign that aims to reach more prospects, it is a matter of defining how many completed forms the advertiser expects to get in return. To improve the company’s reputation or image, it is necessary to determine the number of positive comments expected… In other words, the KPIs to be followed depend on the objectives to be achieved. In the details, it is possible to distinguish KPIs related to the customer journey, from monetary and budgetary KPIs.
Indicators related to the customer journey
An advertising campaign aims to attract the customer’s attention, then increase his interest in the brand in order to convert it. By following the logic of this customer journey, it is possible to measure the performance of an advertising campaign through several indicators, and to answer these different questions.
Are the ads attractive?
The number of impressions indicates, for example, the number of times an ad has been displayed and viewed. This indicator measures the relevance of targeting, and whether the audience has been large enough or small enough. On the other hand, it does not allow us to conclude whether the target paid attention to it or not, unlike the number of clicks. This KPI makes it possible to know the number of people actually reached by the advertisement because they have followed the proposed link. The relationship between these two indicators is used to calculate the Click Through Rate or CTR.
- Are they sufficiently engaging?
To determine whether an advertising campaign has generated new traffic, the advertiser can rely on the number of new visitors. This indicator gives the number of users who visit a website for the first time. There is also the rebound rate to measure the performance of a content. This KPI determines the proportion of visitors who, after taking an interest in a page, have decided to leave it fairly quickly. This indicator makes it possible to question the coherence between advertising and the proposed content, or the attractiveness of the site. The number of pages per visit also provides an overview of visitor interest in content. Naturally, this KPI should be put into perspective according to the depth of the site.
Do they convert visitors?
The conversion rate is used to determine the proportion of visitors who have reached the conversion stage. This KPI is directly linked to the digital objectives of the campaign (number of completed forms, new registrations/subscriptions, sales volume…). The number of contacts identified also gives the actual recruitment volume. This is the number of people who provided contact details or personal information when they registered on the site. Finally, the number of dropouts before the conversion is completed suggests possible problems that the advertiser must address.
All these data make it possible to measure the performance of an advertising campaign, and thus to detect the various critical points of the customer journey.
- Budgetary and monetary KPIs
The effectiveness of a campaign can also be measured through budgetary and monetary indicators. It is then a question of assessing the returns of the campaign in relation to the expenses incurred. With this in mind, advertisers can analyze cost per click (CPC) and cost per thousand (CPM). Depending on the case, there is also the cost per lead or the cost per sale. Of course, we must not forget the Return On Investment or ROI.
Automate the analysis of advertising campaigns with TrackAd
Data analysis is now essential to optimize audience targeting, lead identification, and put all the chances on its side for a successful advertising campaign. The advertiser also needs all possible data to compare the results of an advertising campaign with the objectives and expenses incurred, and thus evaluate its performance and make the necessary improvements.
To assist advertisers in this process, TrackAd offers a complete and multivalent solution to collect and process in an automated and real-time way all the data required to analyze an advertising campaign. From forecasting to ad performance measurement, predictive analytics, automated reporting and KPI alerts, TrackAd solutions provide an overview of ad campaigns and real-time information on all exceptional events.