As I write this and discuss the topic of always trying to look at the bigger picture in advertising and marketing, I am aware that actually it is something I have been guilty of not doing at points in my career so far. I hold my hands up to that, but I promise that everyone reading would agree that they are in the same boat.


We brief, plan, set-up and execute marketing campaigns as both brands and agencies with the ultimate goal of always causing a real business effect. Changing a behaviour. Creating something meaningful.


This can come from a large budget, a small budget, multiple media channels all working in conjunction or just one or two working hard by themselves. We could be targeting the whole of a nation, or specifically trying to reach your cousin’s, friend’s, dog’s previous owner’s son – alright maybe not that granular (that might be a GDPR issue, forget I said that).  However, the point stands that advertising campaigns come in all shapes and sizes. What we need to remember is when we are analysing them, we need to take everything into account.


Look Holistically


It is absolutely correct to drill down into the more minute details of a campaign such as how a certain creative is performing, this is how we perform meaningful optimisations for example.  But always keep in mind that 99% of the time that this creative is not the whole of the campaign, there is more than likely many parts that make up the whole project and create the behaviour change we want.


As I say, I have been guilty of panicking and doing this in the past when analysing a live campaign, and I am sure I will do this initially again in the future before thinking about the below.


I can clearly remember times when I have been assessing the performance dashboard of a multi-channel campaign and being bummed out that the ROI for one channel has dropped by say 15% week-on-week. Only to go and find that for another channel the purchases have increased by 45% and overall revenue for the week is up 20% – an extremely positive result!


Okay if that second channel had dropped as well, then we may have to take quick actions to improve performance.  But we plan campaigns to work together, which can always mean fluctuations across channels and as such we should view them holistically.


Attribution Modelling


That is also the perfect reason why having attribution modelling and performing regular attribution analyses can be vital for activity. META for example might be showing that it is underperforming in terms of the direct revenue brough in from the platform, whereas Google Search looks to be doing incredible.


However, an attribution analysis could very well show that 60% of the purchases coming from Google Search happen because someone was first exposed to an ad on META.


It is something that could be the difference between creating that behaviour change or not. And a big shout out to Jozef and Dan from our insights team and the champions of attribution modelling themselves.


Image shows a graph of a typical customer journey to sign up. The graph starts at facebook and fluctuates down to direct, up to twitter, down to organic, down to google paid and back up again to sign up.





So What?


I started off by confessing that in the past I have been guilty of simply looking at one channel for example and not the bigger picture of a whole campaign. And that’s fine, that can work. I’m sure everyone reading this has or does do that.


But in doing that, we can miss the bigger picture and adversely affect a campaign and the results generated if we act drastically before looking at the wider campaign as a whole.


Always remember, looking at the whole picture will allow you to frame a better analysis.


By Jack Young,
Senior Commercial and Insights Manager


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