MetaMetrics were commissioned to provide insights on a charities latest media campaign.
The issue
MetaMetrics were commissioned two years ago to build four econometric models for a well-known large charity who wanted to identify the impact of their advertising campaigns. This year, they were back for more insights. They wanted a RapidROI to review a specific media campaign, to see how it compared to their core activity and inform future advertising investments. They asked, “Is our new media campaign working as well as the rest of our activity?” This question was at the heart of their marketing strategy, as they needed clear insights to make informed decisions about future advertising investments.
Our Econometric Approach
After receiving their latest data, we updated the models. This time the RapidROI focused on the channels where they were implementing their new campaign. The data came from the following areas: ad hoc donations, digital appeals, offline appeals and the number of regular givers (measured by direct debits). We then analysed this data against their media drivers.
The Solution
Our models showed that while their latest campaign had underperformed in terms of ROI compared to their core media activity, the improvements we had recommended in our initial study helped offset this decline. The changes to media deployment meant we could demonstrate how their results compared to the optimal efficiency range* for each media channel.
The models identified the following key points:
- Their latest campaign has under-performed their core media activity and had produced a lower ROI.
- Their TV deployment had improved year on year.
The Business Outcome
These discoveries enabled the senior management and marketing team to make confident decisions for the next campaign based on their own historical data. Without this information, they wouldn’t have had the data insights and may have unintentionally focused their efforts and budget on an ineffective campaign.
At MetaMetrics, we collaborate closely with our clients to enhance their marketing effectiveness. By leveraging their data, we provide our clients and their teams with the confidence to ensure all campaigns are impactful and efficient.
