MEASURING EXPERIENTIAL MARKETING
Data measures used across other forms of traditional marketing are not always ideal indicators of success when it comes to experiential campaigns. These measures are often based on impressions made through single interactions and do not help us to understand the quality of the consumer experience or trends in their behaviour.
At iD our Insight and Production teams have been working together to ensure that all the campaigns we create for our clients are equipped with the right solutions to collect data: online, offline, before, during and after the activity. We aim to gather insightful data in real time from even the simplest of experiences in order to help brands truly understand their consumers.
The information we can now gather allows us to benchmark results and generate forecasts as well as make decisions on factors such as brand ambassador requirements, event timings and format, sales promotion and media buying. It also feeds directly into the campaign strategy and planning of future campaigns thus allowing us to be reactive to changes in different environments.
Our Creative Technology department is continuously researching and experimenting in order to get the right type of data collection tools into our campaigns, enabling us to capture the most relevant data possible in real-time. We can expect in the near future to measure things like heartbeat variation through a crowd thanks to technology such as the new Xbox One Kinect. With these measures we will aim to find new insights about the audience and the impact that our campaigns have on consumers.
We are shifting from measures like surveys and customer counts to measures that give a better indication of how consumers feel and how that affects what they do. By merging findings from online and offline behaviours, we have been able to improve the quality of our campaigns and deliver true value to consumers.
Comment below and let us know your views on measuring experiential marketing!