Quantify the impact of cross-media campaign elements on sales
The GfK Marketing Mix Evaluator and marketing mix modelling provide a deep understanding of the sales impact of marketing campaigns. We deliver the key metrics that advertisers and inventory owners need to assess the success of their campaigns.
The analysis reveals the short-term sales impact generated by single campaign elements, the effect of combining media on returns, and breaks out that impact by different target groups. You’ll be able to drill down into the detail of the individual elements of your campaigns to fully analyze the success and impact of your campaign:
Which channels were most effective at reaching my target audience?
Channel effectiveness
Which channels drove my campaign?
Which individual elements of the campaign generated the most turnover?
Which media channel was the most cost-effective?
Sales impact
Did the campaign trigger offline purchases?
Did the campaign generate incremental turnover? How much?
How high was the Return on Investment?
Brand impact
Did the integrated media campaign sell the brand effectively?
Which medium was most effective at reaching the brand’s target audience?
Campaign impact
What are the short and mid-term effects of the campaign?
Optimize digital touchpoints, adjust digital media strategy and evaluate advertising effectiveness
GfK’s Campaign Performance Analysis is based on data from the GfK’s Crossmedia Link, which provides single-source cross-device digital measurement. We measure media exposure and link it to product purchases in sectors including FMCG, Travel, Entertainment, Retail and Automotive. Harmonized with ad server reporting, we provide comparable KPIs for all media channels such as Net Reach, OTS, GRP, CostperGRP etc.
A tracking program that measures the efficiency of consumers' experience points and reveals which activities have the strongest reach and emotional impact to drive spend.
Run the right campaigns on the most efficient channels. Simulate different media strategies and get recommendations of how to allocate your media budget to achieve you target sales and maximize
Gen Z and Millennials now make up more than half the world’s population. As they shrug off old stereotypes and create a new narrative, how can brands cater to their distinctive values and behaviors to unlock their enormous consumer power and potential?
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