Every marketer really wants to know if their advertising generated business outcomes. Consumer experience intelligence platform Disqo unveils a fresh tool today called Outcomes Lift it believes can deliver on that for agencies, marketers and platforms.
Its all section of a larger intend to offer a type of flywheel of general market trends, ad measurement and real-time consumer polling for clients by the privately held Disqo, which only a year ago secured $85 million in Series B funding to expand its business. Its attempting to turn into a more important tool for marketers and agencies that often turn to other bigger intelligence firms like Nielsen or Comscore.
Though piloted in a variety of stages for greater than a year, the outcome Lift tool has been formally unveiled as a companion piece to Disqos Brand Lift tool, which gauges the potency of an ad predicated on consumer attention. Outcomes Lift, through consented consumer feedback, can report on actions taken by way of a consumer after contact with the ad with questions such as for example: did they visit your site? Did they order among your products online?
Brand and upper funnel activity is essential, but if youre not combining that with lower funnel activities, like search activity, like site visitation, & most importantly, sometimes e-commerce activity youre sort of missing how effective your media may be or not and several different KPIs that you could optimize on, said Stephen Jepson, Disqos evp of ad effectiveness, who oversaw the team that created the outcome Lift tool.
Considering that customer base for the tool cuts across agencies, marketers and platforms, each uses it for similar however, not identical purposes. However the tool possesses a peek on the high walls of the major social platforms.
Dana Cohen, vp and director of analytics at Havas Media Group, said that Outcomes Lift gives us a clearer picture on which individuals are doing after getting together with our [clients] ads, even though they saw the ad inside a walled garden environment. Other research firms visit the purchase intent level and leave us with questions concerning whether those consumers truly have intent to get or find out more.
Brands really value whats no longer working as much as whats working, because they can optimize their mix.
Stephen Jepson, evp of ad effectiveness, Disqo
Brands really value whats no longer working as much as whats working, because they can optimize their mix, added Jepson.
Nestl Purina has been dealing with Outcomes Lift being an early pilot brand, said Emily Weishaupt, the marketers communications insights manager, and she uses it never to only gauge actions taken on her behalf ads, but additionally the competitive occur that ad category. So what can be just insightful is, are we driving fascination with our category, however, not our brand, with this communication? she said.
Weishaupt remarked that so much marketing isnt in a linear line often consumers take very circuitous paths to get. So having insight to their ultimate action taken is a payoff on her behalf and her team.
Its been key for helping us understand the complexity of this nonlinear journey, but [also] ensuring we’ve that right presence at the proper time and right place, said Weishaupt.
On the publisher side, Maegan Nevins, director of analytics for music video platform Vevo, said she uses Outcomes Lift together with Brand Lift as a value proposition of sorts. We positioned it as, lets not merely measure brand, lift but gauge the behaviors which are being taken post-exposure, she said. Also it sparked fascination with clients to where we’ve them now requesting Disqo as their brand measurement of preference on campaigns.