Measurement beyond clicks
Transaction-oriented campaigns in digital media do not have a grey zone. The success of each campaign can be viewed every day. Page access, click rates, and transactions on subsequent websites can be measured in detail and in real time. Cost per lead and cost per acquisition can be calculated precisely.
We value this transparency and are happy to be measured against our proven success. After all, we can rely on international, experienced media professionals and the latest technology. When it comes to the efficiency of transaction campaigns, Neo@Ogilvy has excellent references. We have frequently been able to reduce the cost per new customer by up to 80 percent in the course of a campaign, or to exceed the industry average click-through rates by a factor of 10 through tailor-made campaigns.
We deliver greater ROI to clients by continually analyzing performance and refining campaigns on three distinct levels: Channel allocation, selection of specific vehicles within those channels, and creative messaging.
Our unique technology provides a complete overview of all relevant campaign data and gives us multiple control options. By request, we can supply a binding performance forecast which establishes the campaign benchmarks before the launch. The online campaign is continuously optimized in order to achieve the defined goals. Advertising vehicles and advertising media are quickly modified when required in order to crank up the click-through rate or reduce the costs expended in order to reach the goals. However, our ad server systems allow us to determine more than just advertising media performance. We also track micro-sites, websites, and even e-commerce systems. Thus the cost per lead or cost per sale can be calculated precisely, allowing campaigns to be optimized with these goals in mind. If sales are your objective, a user who merely clicks on the advertisement or quickly visits the website is no good to you.
Unless, of course, the user returns later by manually entering the URL – and then makes a purchase. We can also measure this behavior with post-view tracking when required.
The global Neo@Ogilvy network combined with uniform technology and media standards makes us the perfect partner for international companies who are planning multi-national campaigns. With our networked resources, we have the logistics and multi-channel planning expertise required to implement, track, and optimize parallel campaigns in numerous countries and to summarize the analysis results in informative reports. Our teams and processes follow client review structures and deadlines.
Neo@Ogilvy has established best practices and benchmarks to optimize performance campaigns in numerous industries and countries. No matter what transaction goals our customers wish to reach in the digital media – we know how.
