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PROGRAM EFFECTIVENESS MEASUREMENT
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Research to boost your marketing program power.
Program Effectiveness Measurement
It’s said that you can’t manage what you don’t measure. And today, with so many marketing touchpoints vying for your brand’s resources, it’s more important than ever to measure the impact each channel is having on your bottom line.
Using our proprietary methodologies, we conduct quantitative studies to track KPIs over time and give you a complete picture of how well your programs are engaging your customers. We measure what people know about your brand, what they believe, and what actions they take, all in the context of what’s going on in the marketplace around you.
We then interpret our findings in a way that makes it easy for you to take action, including interactive dashboards where you can monitor key programs in real-time and other tools and recommendations that change and opportunities for shifting resources to have the greatest impact on your business.
A Fashion Company Gets On Trend
The explosion of online shopping sites and fashion-savvy bloggers has been a boon for women looking to update their look, but it’s made it harder for clothing brands to compete for their attention. A major international apparel company came to Koski to help them figure out how they could measure the impact of their marketing programs so they could make the changes needed to more successfully reach the women they knew were out there waiting to become fans.
We took a decidedly on-trend view of marketing measurement for this client, designing and executing a quarterly program to measure women’s attitudes and their emotional engagement with the brand, what behaviors were exhibited based on their marketing efforts, and how much influence their efforts in social media were having on their brand engagement levels.
The custom dashboard we created gave the client direct, real-time access to the ongoing research, allowing them to shift spend quickly between channels and to take advantage of fashion trends, like the growing athleisure market or seasonal shopping opportunities like holiday, prom, and bridal.
The research-based dashboard allows the client to shift spend quickly among channels to maximize results.
Generating Positivity In A Politically Charged Atmosphere
In the politically sensitive energy and utilities market, reputations hang in the balance every day. So when a polarized political climate threatened the reputation of a major energy company, they came to Koski.
We designed and executed a weekly tracking study among their key stakeholders—residential and business customers—to measure perceptions in real time and with a 360° view: awareness and familiarity, overall reputation evaluation, ratings on specific corporate attributes, and things like whether recall of ads or stories changed opinions about the company.
The company used our dynamic research results to make informed, strategic decisions about how best to communicate with their audience, putting them in a proactive, rather than reactive, mode and giving them the power to manage their reputation.
Our real-time research results empower this company to make strategic and proactive communications decisions.
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