TBG London’s Post-impression Weighting Test is used to establish what percentage of ‘post-impression’ conversions should be included in campaign result analysis. We run an equally weighted media test for the client in question, set against a control cell of another one of TBG’s clients. The control cell will offer latent conversions (i.e. will show us an amount of customers who would have converted anyway, without even seeing the campaign creative) and therefore allows us to calculate the uplift of acquisitions for the client against this control.
The methodology is as follows:
1) Run 50% of impressions to a Client (i.e. Moneysupermarket.com) known as CELL 1
2) Run 50% of impressions to a Control (i.e. Marks & Spencer) known as CELL 2
3) Monitor how many post view conversions generated by CELL 1 (customers exposed to client campaign)
4) Monitor how many post view conversions generated by CELL 2 (customers not exposed to client campaign)
5) Calculate what percentage of post view conversions were generated due to exposure to the campaign
Loading ...
Subscribe to RSS
