Measurement Tool Improves Marketing Effectiveness
Friday 11 September, 2009
Locally Developed Measurement Tool Improves Effectiveness Of Marketing Dollar
Aim Proximity has launched Seventh Sense, a proprietary tool that enables marketers to measure the effectiveness of integrated campaigns in real time.
Developed in New Zealand by AIM Proximity, Seventh Sense enables marketers to assess how their business or campaign is performing up to the latest second. The web-based dashboard offers a set of metrics to measure performance across a range of media including television, print, radio, outdoor, web-based, mobile, online displays and social media.
Tony Burt, Strategic Planning Director of AIM Proximity says the tool has been welcomed by marketers who are under increasing pressure to justify their advertising spend and improve the effectiveness of their marketing dollar.
“We developed this tool to help marketers to assess how their business or campaign is performing in real time. This is a huge advantage, as it means parts of the campaign can be changed when it is still live. Currently companies can spend a fortune only to find out once the campaign has finished that some components didn’t work.”
It also eliminates the need for separate reports for each channel.
“Some clients have to deal with multiple reports for an integrated campaign, while others aren’t receiving any reports at all in certain areas. We know that while 67 percent of companies run integrated campaigns, only 12 percent are reporting back across all these channels due to the lack of suitable metrics,” says Burt.
Seventh Sense can measure at an industry, company, brand or campaign level and can be compared with previous campaigns or events.
Of particular interest is the Social Web module that monitors the digital presence of a brand or campaign through Blogs and RSS feeds. Seventh Sense has access to the largest content library of this type, with more than five million new entries per day and over one billion stored entries. Specific content can be targeted and added based on client needs. A separate Twitter module allows clients to access chatter and compare search terms on this social medium.
The module can pinpoint those in the online space who have the most influence on a brand or campaign.
The Google Analytics module can be overlayed with media plans to see the overall influence of paid marketing on site traffic, and users can manually enter in events (such as PR, news stories, social media commentary) to determine the influence these have on the brand.
Client-specific customised contact points such as call centre volumes or customer service channels can also be incorporated.
The first phase of Seventh Sense has already been adopted by a number of companies, and new modules are currently under development to expand the offering of the tool in the future.
“Other products on the market do not offer the breadth or depth of analysis and reporting that Seventh Sense does, and often not in real time,” says Burt.
“Aim has always stood for campaign measurement and now Seventh Sense enables us to speed up the whole process, giving marketers the ability to adjust elements of a campaign while it is still live and improving the effectiveness of the marketing dollar.”
 TNS Research/Eyeblaster: The Digital Horizon: A Chasm between Expectation and Execution June 2009