As media touchpoints become more and more dispersed, consumer decisions are swayed by all kinds of information all the time.
Or a long-awaited live broadcast of a big promotion, or a brand blockbuster forced to watch in the elevator, or more likely, an accidental planting of grass while chatting with colleagues after get off work.
So, what is the real value of a brand spending a large budget on advertising? Are sales conversions really driven by ads?
To help advertisers find more accurately“Effective people who are really affected by commercials”，massive engineIntroduced by Marketing Science TeamThe concept of efficiency (Lift)through the scientific A/B shunting ability, set up two groups of people who “see the advertisement” and “do not see the advertisement” to conduct a control experiment, compare the differences in conversion and brand mentality between the two groups, and remove the natural conversion (that is, do not see the advertisement). affected by advertising can also occur), thus“More accurately” restore the true effect of advertising and marketing.
*In foreign countries, the efficiency increase (Lift) is already a relatively highly accepted measurement method.
From the perspective of synergy, brand owners can use the advertising exposure behavior to differentiate between two groups of similar users.Optimize and adjust marketing strategies in a timely manner to provide direction for the improvement of media efficiency.
#01
Brand Synergy Metric BLS
Explore user cognitive differences to measure the true value of advertising
For a long time,“Brand Mindset”The measurement standard of TA stays on basic indicators such as TA concentration, CTR (Click-Through-Rate, click-through rate), and user viewing time. In fact, such video-level data cannot directly reflect users’ perceptions of brands.
In order to break the “correlation trap”, explore“Brand Mindset”The real value of the huge engine marketing science teamMethodology based on “efficiency”launched the brand synergy metric BLS (Brand Lift Study) product tool.
BLS ToolsfromMemory, brand recognition, product love, purchase intention, sharing recommendationStarting from the five dimensions, use the form of questionnaire survey to dynamically measure the efficiency increase of users’ brand mind,Then use “attribution analysis” to distinguish the significance of different indicators, so as to scientifically measure the effectiveness of brand advertising exposure.
At present, BLS brand efficiency measurement is based on different delivery terminals (such as massive engine advertising platforms, huge star maps, etc.) and application scenarios (such as challenges, etc.), and provides two brand efficiency measurement solutions –BLS measurement experiment based on single ad placement and long-term monitoring BLS experiment of brand efficiency.
Single Campaign Metrics
Brand,It is often developed over time by multiple single brand marketing activities.Therefore, whether it is in the daily maintenance, the careful penetration of the brand value, or when the big promotion node, the occupation and harvest of the brand mind,Scientific measurement of the improvement of brand value/brand mentality by each marketing activity is a key step for brand expansion and brand image development.
In a single marketing activity (such as new product launch, talent evaluation, etc.), to make good use of the brand efficiency measurement BLS tool, you need to grasp the following 3 steps:
01Choose research questions
1 compulsory question[memory degree]and multiple optional questions ([favorite degree][recommendation degree][awareness][purchase intention][keyword association][brand association][brand preference][brand attitude]])
02Choose the test dimension
Open BLS self-experiment or BLS custom experiment
03Research report output
Five working days after the campaign ends, brands can get detailed analysis reports (including[experiment overview][full sample analysis][population analysis])
After receiving detailed experimental reports, brands can not onlyThe overall evaluation of this brand marketing campaign on the improvement of users’ mentality can also be split into materials and crowd drill-down analysis, and timely adjustment of brand mentality improvement strategies, thereby improving marketing performance.
Long-term monitoring of brand improvement
For emerging/mature brands in the growth and stable period, in addition to the mental insight of short-term marketing activities,Long-term maintenance of brand image and monitoring of public opinion are also crucial to the sustainable growth of brand business.
Using long-term BLS brand lift metrics, brands willWith monthly (or budget per million) as the unit, through weekly and monthly reports, timely insight into the psychological impact of advertising on consumers and user subjective feedback.Based on this, brands can regularly check the effect of brand advertising cycles, scientifically optimize brand marketing strategies, and establish a long-term good brand image.
*At present, the long-term BLS measurement plan is only open for rights and benefits for whitelisted customers. If necessary, please contact the corresponding sales and operation team.
#02
There are ways to play BLS
Brand Synergy Measurement Application Scenarios at a Glance
“Efficiency Metrics” helps advertisers measure the true value of advertising scientifically, making every investment more secure.
So, how does the brand synergy metric BLS help brand owners achieve thisCertainty and Sciencewhat about? The following high-quality cases in different categories/scenarios may give brands some inspiration.
01The value verification of the spokesperson
In the new year, a brand in the apparel industry adjusted its core strategy and changed its brand spokesperson. But can a new spokesperson really help the company improve its brand power?
In order to measure the true appeal of the “new brand spokesperson”, the brand conducted the spokesperson value verification through the BLS experiment, and after measuring the efficiency of mental keywords, it was found that the new spokesperson increased users’ memory of the brand by 18% and the recognition of the brand. ]increased by 80%, greatly improving the brand’s favorability.
Based on this, the brand judges that the new spokesperson has a high degree of fit with the brand’s tonality, which will promote the improvement of brand power. In the future, it can increase the budget and cooperate in depth.
02Material case study
In the era of content marketing, creative materials are the key to building brand power, but various content forms also confuse content producers.
A head vertical customer has been deeply involved in the Douyin platform for a long time. In order to analyze the degree to which different advertising materials can improve the brand’s mentality, the brand analyzed the data after the BLS experiment in detail and found that the short video exposure crowd is in the brand’s[favorite][recommendation]mentality It is significantly higher than the long video exposure crowd. After a drill-down analysis, a closer look: female users and younger age groups have a more significant preference for short videos.
After carefully dismantling the feedback on the brand’s mental enhancement from different materials, the brand adjusted content production and delivery strategies in a timely manner to achieve efficient operation and scientific growth.
03Marketing Touchpoint Analysis
In the integrated marketing scenario, the impact of a single media touchpoint on users is often difficult to dynamically track and scientifically evaluate.
In order to find the contact combination with the best brand mentality improvement effect, a head customer in the 3C industry used BLS tools to measure the two advertising forms of hard advertising and talent, so as to understand in detail how each touchpoint can improve brand mentality. contribute.
After experiments, it was found that hard advertisements were significantly improved in terms of[user memory]and[purchase intention]and Daren videos had a significant increase in brand[recognition]and[favorite]. As a result, the brand adjusted its media mix in a timely manner, and adopted screen-opening advertisements + talent videos as a normalized delivery strategy, which improved the scientificity and effectiveness of the media strategy.
Epilogue
With the enrichment of content ecology and the dispersion of media contacts, the future marketing world is destined to become more and more complex. Scientific methodology and product tools are the keys for brands to achieve refined marketing and long-term growth.
Brand efficiency measurement BLS tool makes the value of “brand mentality advertising” no longer ambiguous, allowing brands to focus on user insights and strategy optimization, making advertising truly return to the essence of business.
click below“Read the original text”check the product manual of Brand Synergy Metric, and unlock the latest gameplay of Brand Synergy Metric BLS with one click.