The central government yearly executes several governmental campaigns, focused on informing civilians on the urge of certain topics. The campaigns are setup multichannel, through radio and tv, online and print advertising. The need for accountability and conversion attribution towards the campaign goals is becoming more important every year. This is why the client focused on building up a professional webanalytics operation to measure the campaign effectiveness.
The client already measured with webanalytics, but the goal was to justify the numbers, but not to actually optimize during campaigns. Deloitte helped the client to setup standardized processes and high-end technology to create the ability to optimize during campaigns and combine several data sources for cross-channel insights.
Deloitte implemented and executed the processes together with the client, and implemented a high-end multichannel data integration tool. This tool combines and integrates sources such as webdata, adwords data, display advertising data, bannertracker data, CRM data and other external data sources in customized reports. These reports allow the client to track cross-channel behavior, costs per order, and conversion attribution.
Next to setting up the processes and IT, Deloitte helps the client with periodical evaluations and analysis of the statistics. These evaluation sessions are setup interactively with media agencies responsible for the optimization of the media use. After the evaluation a optimization plan is defined which identifies the changes for the next flight of a campaign. In the end report, Deloitte justifies the effects of the optimization and the overall campaign performance.