Comment mesurer l’efficacité d’une campagne de branding pour différents groupes d’âge ?

The idea is slice the data into multiple cohorts to measure effectiveness. Set the objective and goals for each data set in terms of what you like to measure it against. Primary, Secondary & Tertiary TG's always work once you understand the audience and their affinity to engage with your brand campaign etc. From form fill, to comment, to share etc various goals could be set for the different age groups therein measured effectiveness with every action taken.

I agree but marketing campaigns are not only to get quantitative outcomes , initially outcomes may not be quantified but at a later date same campaign contributes in Sales growth of that brand . Brand campaigns may have multiple objectives for various groups and we shouldn’t conclude that if we fail to achieve objective in one target group it might have failed in others as well. In Rural areas at times customers are not much open hence conclusion may not be right .

One thing you should note is that, do not set unrealistic goals that you know intrinsically aren't within your reach... You should have goals and content that'd resonate with different age groups. You can get this via your segmentation too.

Apply cohort analysis to track the behavior of specific age cohorts over time. Assess how cohorts respond to the campaign and how their behavior evolves. Break down conversion data by age group to identify variations in purchasing behavior. Compare conversion rates and average order values across different age segments.

Branding is a long-term game and keeping in mind that awareness and engagement (clicks or interest) doesn't necessarily lead to sales or loyalty. Age is a terrible proxy for segmentation. It's assuming that people of the same age have similar preferences, attitudes, and behaviours. Best to focus on proper segmentation based on psychographics, behaviour, and needs. You might want to look at media consumption habits and channel preferences for each age group. Are you reaching them through the right touchpoints and delivering a consistent experience across all interactions? As for brand associations/perceptions - are you reinforcing the desired brand image/values? Is your brand becoming more distinctive and differentiated from competitors?

Los métodos siempre van a depender del tipo de acción que se busca lograr. El público objetivo y hasta la ubicación. Hoy pensamos que todo es tecnología, y siempre va a depender de a quien dirijamos la estrategia. La pandemia nos enseñó cómo el marketing digital pudo crecer por momento de oportunidad, hoy ya superado esto, vemos que los métodos tradicionales no se perdieron. Se siguen usando, solo que depende la necesidad de la estrategia

Social Media Analytics: This is a method that tracks and analyzes the social media activity and engagement of the target audience, such as likes, shares, comments, mentions, hashtags, and reviews.This can help measure the reach, awareness, and sentiment of the campaign on various social media platforms.This method can also be used to segment the audience by age, location, interests, and other criteria.

También creo conveniente usar algunos programas y estrategias en grupos reducidos y observar comportamientos, a veces la prueba y error también ayuda.

Brand tracking is a good way to evaluate your brand within its marketplace, but less effective for specific campaign evaluations. If you acknowledge that your brand is everything you do and everything you say, this shouldn’t come as a surprise. To measure a specific campaign you need to define what the campaign has been set out to achieve. Some of these will be short term measurables or behaviours like footfall or site traffic. Others will be longer term brand trialling or perception change. It’s therefore unlikely one single measurement tool will get you all the answers and some of your goals won’t be delivered overnight.

Los métodos se deben definir en base a los objetivos porque son herramientas de investigación, acción y medición constituidas en base a lo proyectado. En mi experiencia profesional considero que es importante ser realista y más aún cuando recién se está empezando a trabajar en una marca y no se tiene uno entendimiento de su realidad ni del entorno en el que se desenvuelve.

Do it by feelings and gut instincts .. Keep MBAs out of the room. Eat a nice lunch and think about those Mayday videos. None of this matters, trust your instincts. If it's working, you know it. Don't you?

Identify key metrics to gauge campaign success across age groups. Common metrics include brand awareness, recall, recognition, preference, loyalty, associations, personality, equity, and advocacy. Utilize tools like surveys, memory tests, rating scales, rankings, behavioral analysis, and sentiment analysis to measure these metrics effectively.

Absolutely crucial point! Choosing the right metrics for different age groups is key in branding campaigns. Metrics like brand awareness, recall, recognition, and loyalty are essential indicators of a campaign's success. It's important to use various tools and techniques, like surveys, memory tests, and sentiment analysis, to measure these metrics accurately. This tailored approach ensures we understand the campaign's impact across different demographics, allowing for strategic adjustments and maximum effectiveness. Understanding and adapting to the unique responses of each age group is vital for a successful branding strategy.

Effectively measuring branding campaign age groups' effectiveness synergizes dynamic metrics synergistically orchestrated, precisely harnessing innovative methodologies. Leveraging adaptive data analytics methodologies, progress-centric KPIs determine influential resonance, holistically encapsulating cohort engagement, discerning unique patterns, and optimizing actionable insights. Scalable algorithms, strategically harnessing generational nuances, actualize targeted ROI through comprehensive, interdependent analysis.

Opt for key branding metrics such as brand awareness, recall, recognition, preference, loyalty, associations, personality, equity, and advocacy. Use diverse tools like questions, memory tests, rating scales, rankings, behavior measurement, and analysis to gauge these metrics for different age groups.

Look for similarities too. It helps to find themes that cut across the core age bands so you can have a coherent yet relevant strategy for a broader age spectrum.

Incorporating these methodologies into your analytical arsenal, a multidisciplinary approach synergistically combines comprehensive cohort-centric insights, enhancing actionable intelligence. Collaboratively, these statistical paradigms unveil intricate interdependencies within age-stratified data, empowering holistic assessments and evolution-focused optimizations.

Segmentation of Data by Age Group: Start by segmenting your campaign data according to different age groups. This could be based on demographic information collected through your marketing channels.

Analyse your data vs your objectives. Learn to interpret your data correctly, leveraging consumers feedback / engagement or crowd source the right interpretation. All to ensure everyone can move away from "I think" to move to "I know". I know what works and what does not. If I do it again, I know what will get me 3X results.

It's crucial to have a sufficiently large sample size for each age group to ensure statistical significance and reliability in the analysis.

Social Media Analytics: Analyze your social media data to see how different age groups are interacting with your campaign. Each social platform offers tools to break down the audience engagement by age.

Data analytics are king in a world of abundance without analysis… there is so much data accumulating everywhere, that without a deep and realistic analysis we would be wasting resources and missing time and opportunities. Do not accept rhetorical arguments about not investing in analyzing and reporting extensively, that is the only way to get closer to a real cases and market understanding.

One thing I find out every time is that even the most marketing-savvy company owner is not always familiar with all the branding jargon and the metrics. Sending a 10 page report means nothing if you don't explain the key metrics. So, in the first page of the report define and explain the metrics. Second, explain why these metrics are the important KPIs, why you chose them. Third, do the hard work, explain the data in the simplest way possible and offer advice on the next route of action or the next experiments. As a general rule of thumb, save the reader's time and make the information very easy to digest.

You need to Align campaign results with objectives, emphasizing achievements and surpassing goals. Encouraging the use of visualizations like charts to simplify complex data, aiding comprehension. Analyze results by age groups, highlighting performance variations for diverse demographics. Assess campaign strengths and weaknesses based on data, recognizing successes and identifying areas for improvement.

Creo que en esta etapa el comunicador muestra su nivel de eficacia comunicando. El informe final debe responder a los datos que nos fueron solicitados o, en su defecto, debe incorporar información que consideramos relevante para quienes leen el informe. Es común ver informes repletos de datos pero que no son materia prima de ninguna acción o reflexión dentro de la compañía.

Be realistic about your category and your product/service. Some categories and/or product types are always going to me more engaging than others. If you are selling HVAC filters, you probably shouldn’t expect homeowners to be as engaged with your category and brand as they might be with items like their smart home devices, furniture, or home entertainment devices. Think about how different levels of category/product interest & engagement should affect your objectives & how you measure your efforts. Many would agree, for example, that unaided brand recall is important to consider in your objectives. If you are in a low interest category, you probably shouldn’t expect unaided recall to be as high as for more engaging categories.

In the end, the difference between a Brand campaign and a product campaign is that you are trying to generate brand equity and trust over the long term. The data is clear for brands that invest for long term equity over short term sales do better over time, and in economic downturns, than those who go for the quick win. The metrics you use to measure such a brand campaign therefore need to be set up to track over 6+months.

Before starting on your objectives, be clear if you are doing the campaign to sell (or create awareness, etc) or to learn or both and if there is a learning dimension then pace your budget so when you have all learnings collected you can double down with more budget on what works. Too often I see start-ups or small structure falling in love with their campaign before they received 100% clarity that it will yield the expected benefits. Learn and double down next.

You can look at laging indicators like sales or leading indicators like sentiment or behaviour. In your campaign to gain sales behaviours should have been changed. Use these as a proxy for the sake of seeing if the strategy is working out well. Don't be afraid to adapt.

Patience is key. All too often, we want immediate results, which indicates apprehension in committing to the long-term investment. The more complex the brand message, the harder it will be to connect with audiences. A successful brand campaign takes time and a steadfast approach to testing, analyzing, reporting and then repeating the process to build on each incremental gain.