Approach
Media measurement and optimisation: the contribution of each medium, with its limits.
All campaigns produce data, but not all allow the same conclusions. We define the measurement framework before launch, read the results with their limits, and draw reasoned adjustment decisions from them.
Plenty of data, few reliable conclusions.
Advertisers have data from sales houses, advertising platforms, their website and their CRM. Consolidating it into a coherent picture is rarely a given: each source speaks in its own units, each platform claims the same conversions under its own rules, and a rise in sales during a campaign does not, on its own, prove that the campaign caused it.
Four levels of evidence.
- Measurement
- What the tools record: broadcasts, contacts, impressions, clicks, visits, sales. Measurement describes what happened, without explaining why.
- Correlation
- A simultaneous variation between media activity and an indicator, for example website traffic during TV broadcasts. It guides the analysis without constituting proof.
- Attribution
- A rule for distributing conversions among the identified touchpoints. Its result depends on the model chosen and tends to understate media that do not generate clicks, such as TV, out-of-home, radio or press.
- Incrementality
- What a campaign produced over and above what would have happened without it. Estimating it requires a suitable set-up, for example a control area or a control period.
Before, during and after the campaign.
Before launch, each objective is translated into an indicator, baseline values are established and data sources are identified along with their limits. During the campaign, delivery is checked against the bookings and the adjustable channels are actually adjusted: digital levers can be changed quickly, whereas TV, out-of-home and press, booked in advance, offer more limited room for manoeuvre. After the campaign, actual delivery is compared with planned delivery and the results are presented with the measured separated from the estimated.
What we deliver.
A written measurement framework validated before launch, progress reviews during the campaign at the agreed frequency, and a structured final report that clearly states the limits of each conclusion.
What data protection changes.
The Federal Act on Data Protection governs the collection and use of personal data. Cookie refusals and browser restrictions reduce the share of observable journeys: we take this into account by giving due place to measurement based on aggregated data where individual tracking is no longer possible.
Where measurement fits in
The measurement framework is prepared from the media strategy stage, is built into the media plan, and feeds the decisions for the following year. A media audit makes it possible to examine the reliability of a measurement set-up already in place.
FAQ
By matching spot broadcast times with the change in website visits in the minutes that follow. This analysis gives an indication of short-term response, without measuring the effect on awareness or on deferred purchases.
Rarely with exactness. Depending on the available data, the contribution of each medium can be estimated by attribution, by testing or by modelling, each method having its own assumptions and margins of uncertainty.
No. Digital levers can be adjusted continuously. TV, out-of-home, radio and press are booked in advance and are optimised mainly from one burst or one campaign to the next.