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DirectResponseAnalytics

The analysis module that enables companies operating in e-commerce or via direct response to optimize their tactical planning for TV and radio.

Find the answers to these questions.

  • Was the TV and Radio planning effective?
  • What was the incremental response generated by the campaign to online channels and/or call centers?
  • What was the efficacy compared to projected GRP and cost?
  • What insights can improve future planning?

Areas of application:

  • Direct to Site campaigns for companies such as online insurance, online banking, travel/fashion/utilities metasearch engines;
  • Campaigns aimed at increasing customer engagement with the company website (ex. Automobile industry, telephone, electric, gas, adsl providers);
  • Integrated Direct-to-Site campaigns aimed at re-targeting or 2nd screen planning through the implementation of the synergy between TV-Display.

DIRECTRESPONSEANALITYCS: THE IDEAL TOOL FOR OPTIMIZING OFFLINE MEDIA CAMPAIGNS, SUCH AS TV AND RADIO, THAT INTERACT WITH ONLINE OR CALL CENTER ACTIVITIES, USED OBTAIN QUICKER REPONSES THAN FROM ADVERTISEMENTS.

Output: Media Insight

Data regarding response, which can be elaborated in just a few minutes and cross-checked with data from media planning, allows companies to visualize the following information on predefined charts:

  • Which TV and Radio channels are most effective and efficient;
  • The impact of the duration of the advertisement;
  • Differences between each type of creativity/message;
  • The most productive daypatrts;
  • Details concerning the most effective and efficient breaks;

BENEFITS: OPTIMIZE PLANNING BY SELECTING THE CHANNELS AND TIME SLOTS THAT MAXIMIZE EFFICACY; OPTIMAL ALLOCATION OF GRP BY TIME SLOT AND DAY; CHOOSE THE IDEAL MIX OF BROADCASTING RUN TIMES AND BEST-PERFORMING CREATIVE IDEAS.

The Analysis Tool

RunDirectTM efficiently manages databases containing of millions of records, in a constant and automatic manner, while maintaining complete control of the analytical process.

The modelization of the direct response takes just a few minutes to calculate, and the output is visualized on several pre-defined charts that make it quick and easy to see the results.

The software can be purchased directly by companies or by their media consultants seeking to:

  1. Optimize ROI of offline advertising campaigns,
  2. Generate significant savings on media buying,
  3. Maintain a competitive edge over direct competitors.

TV spot: short term reactivity by minutes

RUNDIRECTTM: REAL TIME DATA ON GRP EFFICACY AND RESPONSE AND THE EFFICIENCY OF COST-PER-RESPONSE OF EACH TIME SLOT. THE TOOL FOR DETERMINING THE ROI FOR CAMPAIGNS AND FOR EACH INDIVIDUAL ADVERTISEMENT.

From Analysis to Optimization

The results from the analysis performed by RunDirectTM are used to fuel PlanDirectTM, a tool that enables companies to remodulate their planning by allocating resources, according to priorities, in channels and time slots that guarantee the ideal balance between:

Efficacy per GRP

Efficiency compared to CPG

within the constraints of:

– Channel saturation

– Coverage and overall affinity of planning

– Cost and CPG

Ex post effectiveness

PLANDIRECTTM: OPTIMIZE THE ROI OF OFFLINE CAMPAIGNS BASED UPON THE ACTUAL ONLINE RETURNS.

Performance Analytics

ANALYSIS OF MEDIA-MARKETING ACTIVITIES

Strategy Analytics

DECISIONAL SUPPORT FOR STRATEGY

Forecasting Analytics

FORECASTING TOOLS FOR MARKETING

Consultancy

IMPROVE BRAND PERFORMANCE

Utility