Note: This project involved confidential information, so some information has been redacted or anonymized.
Problem: While assessing the advertising budget and assessing future strategy, our marketing team wasn’t sure which ads and publications had the biggest reach, impact, and value for investment.
Ask: Get marketing the information they need to make data-driven strategic decisions about advertisements.
Goal: Create a research study that assesses publication/website reach, ad effectiveness and impact, and cost efficiency to inform marketing decisions and set a baseline for ad effectiveness to compare future campaigns against.
Research Questions:
Which publications have the greatest reach and credibility?
Which ads were remembered most and inspired the most purchase intention?
Which ad/publication combinations resulted in the best value for money?
Results: This ad effectiveness study resulted in actionable insights for the marketing department. We provided take homes informing which types of outlets to prioritize to maximize impact and cost effectiveness. We also provided insights specific to customer segments for targeted marketing strategies.
A selection of redacted slides from the insights deck can be found below.
Sam Freis 