Online Marketing Campaign Evaluation
Campaign Evaluation - Analytics - Strategy
A major business bank had run an integrated advertising campaign based around a set of videos on its website and wanted to know if the campaign delivered a good return on investment.
We developed an integrated research approach involving online research among business decisions makers to understand the level of recognition and recall of the campaign and its influence on attitudes.
We also conducted a detailed review of the bank’s Adobe Analytics to explore the sources of visitation to the site, their behaviour on the site and the role of online and other advertising in generating awareness and driving traffic.
By combining tracking research and website analytics, we provided the client with a full picture of the campaign’s influence on customer behaviour and attitudes. While the campaign was effective among customers, our analysis revealed certain shortcomings with the campaign management and website structure which were addressed to substantially improve the performance of the marketing strategy campaign in future campaigns.