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Branding and performance – Mix and match of data

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This mix and match usage of analytics is not one size fits all and in fact there are very few things more counterproductive than to look at averages, peaks and lows and generalize findings based on that. The devil is in the detail!

Let’s take two samples, one is the part of the creative team and the other is a part of the performance team.

While both might have the same agenda they are very likely to have different ways of approaching what is being measured.

Creative is the initial inspiration

The creative gets a task, it’s to come up with an idea that sits with a certain audience, inspires them and preferably makes them act on the inspiration, while the performance person actually takes the creative and works on the execution, makes the end goal of the creative as outlined in the brief materialize.

If we take McDonald’s as a sample they not often run their ads based on products (that happens instore or very close to their restaurants) most of them are based on the inspiration, reminding you that they are there if you need them. The funnel starts with the branding, then as people become more acceptable to the product the performance part takes over and aligns with the branding pushing people even further down the funnel towards the conversion.

The creative needs data to qualify their idea, that is done by looking at engagement, acceptance of the idea and how people take it and make it theirs. This is normally a very strong indication that the idea is liked and people are willing to make it theirs, this enhances the inspiration of brings more value to the media spend. Demographic data is also important, is the right audience engaging with it?

Performance should look pass the click

From a performance point of view it can be very good to look pass the “clicks”, here attribution modelling is important and building re-marketing data. But it all starts with the same data that the creative needs, from there a further drill down is needed, how are people converting? Where in the funnel are people dropping off? Why? and so on.

For both its important to look at both the quantity factor such as impressions and quality factor such as engagement. It’s also important to never look at only one key performance factor (KPI) in silo, take them in pairs.

Make sure you set KPI’s, that they creative briefs are understandable, the creative should always come back with a de-brief to make sure that things are aligned and the best case scenario is if the performance team is in from the start.

The simplest way to remember the difference is that branding is about “why?” and the performance is about “here!” – This has to fit close together to maximize impact.

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European Search Personality of the year 2014, Kristján Már Hauksson, is the Co-Founder and COO of SMFB Engine, based in Oslo, Norway. This newfound digital activation/marketing agency works closely with the award winning creative agency, SMFB, in making sure that each idea has the digital presence to make it fly. Kristján is a publish author on the topic Internet Marketing and Search Engine Marketing.