Measuring Brand Uplift through MiQ’s survey-based Elevate product
When running a Display campaign multiple engagement metrics (click, views, conversion) are commonly used for providing a basic barometer of how a brand’s audience is responding to the campaign. However, these metrics do not give enough insights into how these actions (of clicking or viewing the ad) create overall “Brand Lift” in terms of directly impacting customer’s perceptions and behaviors. This is where MiQ’s Elevate product can provide a brand with various Brand Lift metrics which give insights into how a campaign’s ads are impacting the metrics that matter such as brand awareness, ad recall, consideration, favorability, brand interest & purchase intent. Through a tie-up with a third party (VisualDNA, A Nielsen company) which conducts personality quizzes, Elevate Brand Lift Survey measures the uplift in ad recall, impact on brand awareness through improved audience insights that help brands in optimizing the target audiences of their campaigns.
The personality quiz platform drills into the deep-rooted attitudes, values, actions, and behaviors of the surveyed audiences through engaging questions. From an operational/implementation standpoint, the MiQ Elevate team sets up the survey approx. 30 days after the start of a particular display campaign. As impressions are delivered in the targeted regions, for the purposes of the Elevate survey, the campaign’s target audience is partitioned into an exposed group and a control group. The users that actually see the ads become part of the exposed group while other organic visitors are part of the control group. In order to gain brand-specific insights, Brand-related questions are pushed in between the personality quiz. These questions are usually image-based multiple-choice questions and users can select any/multiple option(s) that are relevant to them.
Based on the survey responses collected, post-processing of the data reveals how people really feel about the brand. Exposed and control groups are isolated to understand the differential impact in behavior between the two groups. The qualitative brand uplift insights are also tied with more quantitative campaign performance metrics (such as clicks, conversions, etc.) to get a holistic view of the campaign’s performance. The survey usually runs 10–15 days post the completion of the display campaign and finally, multiple insight reports are shared with the brand. These reports provide a deeper understanding of the brand’s marketing channels, regions, and audiences.
