5-Minute Guide to Campaign Analysis

Introduction
In 2012, the Taliban shot Malala Yousafzai for her efforts to promote girls’ education in Pakistan. In
A lot of marketing 2014, she received the Nobel Peace Prize.
campaigns don’t But, also in 2014, Ogilvy India decided to use the incident in its marketing for a client — Kurl-On
fall into the “what mattresses. Ogilvy created a campaign, which included a poster depicting Malala being shot and
bouncing up from one of the company’s mattresses to accept the humanitarian award.
were they thinking”
The campaign generated a lot of response, but it was overwhelmingly negative. No surprise there.
category. Yet, many do Ditto Walmart’s “Fat Girl Costumes” Halloween promotion. And many others. 2014 was a banner
confront a different year for campaigns that never should’ve gotten out the door.
problem: measuring Of course, a lot of marketing campaigns don’t fall into the “what were they thinking” category. (For
more on analyzing your audience before launching a campaign, check out our 5-Minute Guide to
campaign impact.
Audience Analysis.) Yet, many do confront a different problem — measuring campaign impact. Not
just when a campaign is over but while it’s running and there’s a chance to adjust tactics on the fly.
Or capitalize on opportunities that emerge as the campaign progresses.

2
Measuring campaign effectiveness by analyzing consumer conversations
Analyzing online consumer conversations taking place on social media offers a constantly evolving
focus group that can add real-time insight to traditional campaign measurement. It’s a massive
data set that can help marketers:
• Measure the success of a brand’s campaign to improve ROI
• Track campaign conversation and engagement for incremental opportunities
• Monitor for flashpoints or potential crises arising from the campaign
• Improve future campaign strategies with a deeper understanding of consumer response

3
 What can the data tell us?
There are seven ways that marketers can employ online consumer insights to measure campaign performance.

How much conversation does the campaign generate?

This is a simple but important metric. For example, you might have high engagement rates and positive
sentiment, but a low volume of conversation. Depending on previous campaign benchmarks for conversation
volume, this could indicate a need to redefine the audience.

How do people feel about the campaign?

The first thing to look at in terms of campaign reaction is the basic sentiment around the conversation. Is it
generally positive, negative or neutral? From there you can dig into the specific emotions associated with the
conversation.

Insights-driven What do people say about the campaign?

businesses will Social media analytics allows you to look at the top words associated with your campaign to get more context
about what people are saying.
“steal” $1.2 trillion
per annum from What are the campaign audience demographics?
Knowing who’s talking is just as important as what they’re saying. Online social data makes it easy to understand
their less-informed the age, gender, and location of the campaign audience. It may also reveal previously unidentified sub-segments
peers by 2020. of your assumed target audience.
— Forrester Research, Inc.
What other interests does the campaign audience have?
The more you know about your audience the better. Interests and affinities can tell you whether the audience
you’re reaching is the one you’re targeting. They help you connect how your product fits into the overall life of
your audience.

How is the campaign affecting brand perception?

Social analysis can help you track brand perception as your campaign unfolds. You’ll see what topics affect
feelings about your brand — and in what direction.

How is the campaign impacting intent to purchase?

Social media analytics gives brands the ability to create custom categories to understand how a campaign affects
the stages of their buying cycle and consumer intent to purchase. Correlating sales data with intent to purchase
data clarifies the effect of a campaign on sales.

4
 Coffee, anyone?
Nespresso versus Keurig — two of the biggest names in the single-serve coffee game. Keurig
dominates the U.S. market while Nespresso is Europe’s leading brand. To develop a global
marketing strategy and evaluate the success of its campaigns, Nespresso turned to consumer
insights from social media analytics.
The company first used audience affinities to gain a deeper understanding of its customers
and their interests in comparison to Keurig. Nespresso found that it appeals to a more affluent
customer base who like Nespresso’s luxurious feel, while Keurig is more aligned with affordability
and family values.
These insights provided the context for creating campaign messaging that would engage and
resonate with customers. Knowing its target audience affinities, Nespresso released a set of
commercials featuring Penelope Cruz and the music of Lana Del Rey that emphasized class and
Nespresso appeals luxury. Commercials with a more humorous take on the luxury angle featured George Clooney.

to a more affluent
customer base. Keurig
is more aligned with
affordability and
family values.

ES CH I
M

PR
A

ES
SO
NE
5
As you can see, these ads really resonated on social, and spurred consumer conversations about
the brands and relevant topics.
Consumer insights also revealed two segments of coffee drinkers that Nespresso could explore
— social coffee drinkers and the adventurous who like to try new flavors. Nespresso’s campaign
featured “pop up” Nespresso stations in major U.S. cities targeting these segments.

M
AC
HI
NE
Heather Pond
@heatherpondSF
We loved @nespresso pop up in #Seattle
#entry #TheCoffeeRevolution

LAU RESSO
NORTH

ES
NCH
AMERICA

LA PR ICA I
NE MER GH
NE

IS SO
P

A ON

A
SX RES

NES
SP

TT ES
IM
NE DO

SW SO

L
DE
SP M

SW
S
RE E
TR

SS

D
SX
IN

O
IT
NESPRESSO M

O
Y

G
PO E AC E
E H M
FF DO
PU
P I SW O
O SX ESS
R

N
E S P EE SA

E
T N FF U
THE E CO SSO
C O FN T R Y RE

EE

H
SP
L U TF E E R E

EC
IO N V O - NE

OF
FR
EE

FE

EN
CO FF SA
SO U
PR ES

ERE
N ES

TRY
VOLUTION
EE
CO FF SA
SO U
PR ES
N ES

COM MON
GRO UND SHA RED
BET WEE N
NES PRE SSO

A MERICA
N ES PR ES
SO Nespresso Topic Wheel
US A

IC A ’S
AMER

E
CUP

FFE
’S

CO
CU
CO
P

E
M
FF DO
EE
E
COFFE
N AM CU

SA
U R
ES E
A U

SP
SO

TO
ES

P R
I C SO
R ES ME
P A
SP CO
NE EL XSW
W

O
S

SS
RE
T
TRUS
TRIN

SP
COF ITY

NE
FEE DO
ME
SXSW

6
Nespresso also created engaging content on its owned social channels that spoke of luxury — an
experience beyond the norm. The top performing content for Nespresso’s twitter account shows
how this content hit the mark.

The Madness of Joy

@madnessofjoy

@NespressoUSA I’m so trying

this!! #coffee #yummy

C&7
@C&Gospel

@NespressoUSA oh YEAHHHH a
little piece of HEAVEN!

Nespresso USA
@NespressoUSA
This time, you’ll actually want your cubes
to melt.

7
Nespresso used social-media-driven insights to measure brand perception and the effectiveness of
various campaign efforts, including thei effect on consumer intent to purchase.

Nespresso Discussion Share of Voice

100%

90%

80%

70%

60%
Percent by Category

50%

40%

30%

20%

10%

0
Feb Apr Jun Aug Oct Dec
Advocacy 11% Intent to Purchase 16% Usage/Making & Drinking 11%
Exposure: Discussing Endorsements/Commercials 14% Exposure (Hotel Rooms) 9%
Exposure (Boutique) 6% Exposure: Pop-Ups, Marketing Events 13% Reputation: Negative/General 3%
Reputation: General Positive 10% Reputation: Eco/Sustainability 8%

8
 AI meets campaign analysis
A lot of what makes large-scale campaign analysis possible are advances in the commercial
application of technologies from the discipline of AI. These technologies include:
• Text analytics and natural language processing (NLP) enable a computer to understand the
nuances of messy human communication.
How are products
— Natural language generation (NLG), a subset of NLP, turns data into human language,
performing against creating an understandable narrative in analysis results.
KPIs for consumer • Machine learning accurately classifies attributes such as emotion, sentiment, and topic at
awareness, intent scale. It can make sense of data that is “noisy,” when random deviations hide patterns.

to purchase, and — Deep learning (an extension of machine learning) via neural networks can identify logos,
scenes, actions, and objects in image-based content. Deep learning algorithms continue to
customer satisfaction? learn as they’re fed more data.
When applied to social data generated from campaigns, AI-powered analysis can reveal the
impact of marketing tactics in real time. It can find patterns in consumer response that marketers
can use to modify campaigns in progress and create more successful future efforts.

9
 Don’t confuse me with the facts
Earl Landgrebe (R-IN), a Nixon partisan to the bitter end, spoke these words at the Watergate
Justify conclusions hearings. Most of us have probably had similar moments, though in far less high-stakes
with data to circumstances. For marketers though, this attitude is never a good idea.
boost campaign Campaign analysis delivered by online consumer insights ensures you have the facts you need

performance. to measure campaign impact — revealing what worked and what didn’t. The Crimson Hexagon
Platform employs proven AI technologies, image analytics, and the world’s largest data library to
help customers execute campaigns that boost the bottom line and keep the competition at bay.

10
To learn more about AI-powered campaign analysis, schedule a
personalized demo with Crimson Hexagon today.

R EQU ES T A DE MO

11