GfK DAM starts measuring digital campaign performance with the launch of Campaign Analytics
GfK DAM has just launched its Campaign Analytics tool, which allows you to evaluate the performance of your digital campaigns. With this solution, once campaigns with the GfK Sensic tag have been launched, their performance and return can be measured.
The German company stresses that Campaign Analytics integrates post-campaign return data into a single solution focused on measuring the individual. It should be remembered that one of the fundamental innovations that made possible the arrival of GfK DAM last year as an approved digital consumption measurer in Spain was precisely its single source model, which is based on the individual.
It complements Planning Analytics, with which GfK DAM provides advertisers and agencies with information on campaign planning.
With Campaign Analytics, GfK DAM clients will be able to receive information on metrics such as contact distributions, impacts by autonomous communities and the ability to segment any result by each location, creative or medium.
With Campaign Analytics, GfK DAM clients will be able to receive information on metrics such as contact distributions, impacts by region and the ability to segment any result by location, creative or publisher.
This solution complements Planning Analytics, with which GfK DAM offers information to advertisers and agencies on the step prior to executing a campaign: planning. This tool allows simulating campaigns and checking which creatives work best with the target audiences, among other functionalities.
A third tool with which GfK DAM closes the circle of advertising measurement is DAM Lift, which are Brand Lift studies, present in GfK for years and now reinforced with the agreement they have with Meta, which allows a comprehensive measurement of campaigns in Meta entities through GfK BCE (Brand Campaign Evaluator).
“Planning, navigation analysis and the result of the advertising impact are integrated, not only technically through the same solution, but also methodologically, using the same individual as a reference”, says David Sánchez, Digital Solutions Director at GfK, in statements to this media.
This transversal solution is intended for advertisers and agencies alike, but also for the media, which need to know its scope and value as an advertising medium, and its differential with respect to other ways of investing in advertising.
GfK will soon launch the “Multidatabase” functionality, which will integrate any data from any GfK DAM solution (media plan, target analysis, post-campaign results, etc.) into a single dashboard.
In addition to these new functionalities for the management of advertising campaigns, GfK DAM has also launched this month the measurement of the children target from 4 to 15 years old and the youth target from 16 to 24 years old. This possibility has never before been achieved in the Spanish market, which provides the analysis and advertising planning with greater granularity.
In addition, the German company has added a layer of new functionalities to analyse the exclusive consumption of streaming and, in particular, streaming video. In the near future, GfK DAM will provide the industry with its own digital content measurement system on YouTube.
