The right brand tracking

Measuring and experiencing campaign success for brand and creation

Success monitoring is important in marketing communication – this is based on tracking studies that continuously collect the relevant KPIs. However, there are many approaches and methods and many marketing decision-makers ask themselves: Which type of tracking is the right one for my needs?

Successful brand and campaign tracking

In the first part of the webinar, Dirk Engel, an expert in market research and advertising impact, explains the various approaches and pitfalls of brand and campaign tracking.

Joana Köhler from eye square’s Brand & Media team will then introduce you to e2 CampaignTrack and use the case of OTTO to show you how the campaign tracking tool can help you measure and understand campaign performance and optimize it for the future.

Campaign tracking from eye square combines close monitoring of campaign performance with effectiveness monitoring of individual creatives in line with the media plan.

Take Aways

• Find out about the functions of campaign tracking and how it helps to measure advertising success and understand advertising impact.  

• Learn which methods are suitable for the various strategic approaches to brands and campaigns.  

• Mental availability or brand recall – Recognize why a KPI is not yet an effect and why we often rely on the wrong numbers.  

• Find out how OTTO, Germany’s largest online retailer, measures the performance of its campaigns!  

• Learn from the case of OTTO how campaign tracking can help to answer key questions: Does the campaign have an impact on the target group in the market? Does it have an impact on the set goals? What contribution do the individual advertising channels and creatives make?  

Dirk Engel is an independent media researcher and consultant. He helps companies and advertising marketers to better understand their customers. He previously worked for many years in a media agency. As an expert in advertising impact and media research, he is a sought-after speaker and interview partner for the trade press. He is also active as a specialist author and university lecturer. Dirk Engel is spokesman for the jury of the “Real Impact Award”, the first German prize for advertising impact research, which is awarded by the marketing magazine HORIZONT.

Joana works as a Senior Research Consultant in eye square’s Brand and Media Experience Unit.

Joana graduated from Ilmenau University of Technology with a Bachelor’s degree in Applied Media and Communication Studies and a Master’s degree in Media Economics with a focus on Strategic Management.

Before joining eye square, she did market research for several years at Factworks and helped international clients to answer strategic product or company questions by means of comprehensive quantitative surveys.