We provide measurement of media programs to ensure the programs stay on track. There are several types of measurement tools available, and since measurement is related to specific customer needs, there is no one-size-fits-all solution. Types of measurement utilized include but are not limited to:
Social Media Sentiment
Affinity towards a brand will determine purchase patterns. Social Media Key Performance indicators (KPI’s) cannot be tied back to traditional ROI measurement and are determined through listening channels. Capstone Media employs several monitoring tools to track sentiment pre- and post-campaign as well as long-term growth and change.
Brand Awareness Benchmark Studies
Brand awareness and benchmark studies can be designed to measure specific details of a company’s perception, image and competitive position in the market.
Web activity reports through companies such as Quantcast, Google Analytics, Alexis or Web Trends are essential for understanding the level of response rate for online advertising programs. Customized reports can be developed with online partners depending on their reporting services.
Volume Tracking Measurement
Tracking volume of product movement during pre- and post-campaign periods assists in tracking immediate as well as sustained product lift. This data is either customer supplied or available through vendors such as those using customer loyalty databases.