Our clients know that when they spend X, they get Y
We approach DRTV analysis in three ways:
1) Attribution
The first step is to understand what kind of response your TV campaign will generate (web, phone, QR Code, SMS, click) then establish this as TV response.
Uplifts in 'TV response’ can then be attributed to DRTV airtime based on date, time and other factors, within a 5-minute window of each TV spot airing. With this method we can then produce a cost-per-response, or CpR for each TV spot, and hence aggregate the data to consider CpR by channel, date, daypart etc.
The key to good analysis is understanding the data that sits behind the analysis. Attribution is not a magic wand, it’s just one tool that contributes to our planning process.
2) Correlation
Correlation analysis is our preferred method because it utilises larger data sets and therefore produces more reliable and actionable results.
Simply put, correlation analysis takes response and TV impacts (views) to generate a data point for each date being considered. By looking at this date range as a trend, we can see the effect that TV has had on response - establishing a reliable response model.
By using this model we can easily spot ‘good’ days and ‘bad’ days for further interrogation. The model can also be used to plan future investment - it’s not uncommon for our clients to understand ROI to within a 5% tolerance, which we think is only possible using larger data sets.
3) bespoke client reporting platform
Our clients benefit from our tailor-made reporting platforms which brings in the key information they need. We plug in campaign data, results, competitor activity - whatever is required.
By using Looker Studio (formerly Google Data Studio) we enhance with visual summaries in a platform that is dynamic, enabling clients to change key parameters such as date, brand etc. to give them exactly what they need.
Reports can also be downloaded in PDF format for ease of use and distribution to internal teams.