Customer Spotlight: Why Boots is doing cross-media measurement
Article 4 of 5 in series: Customer spotlight
In this article, Peter Grant, Head of Media Effectiveness at Boots UK, explains how the health and beauty retailer works with AudienceProject to get insight into reach and frequency across channels, guiding them in how to allocate their ad budgets.
Why did you start working with AudienceProject?
We were already confident about the return on investment of our marketing via econometric modelling but wanted to dive deeper into our media effectiveness and get a better understanding of which media works and doesn’t work to complement our econometric modelling. AudienceProject was the first partner recommended to us, and we quickly decided they were the right one for us with their cross-media measurement platform.
AudienceProject was the first partner recommended to us, and we quickly decided they were the right one for us with their cross-media measurement platform.
What challenges do you see in the industry?
Focus and clarity on what matters. The ever-growing complexity of our industry challenges marketers’ ability to be focused and have clarity on what matters and what doesn’t when evaluating media effectiveness. As a marketer, you are bombarded with metrics that don’t necessarily tell you anything, so the first step is to choose which metrics you want to focus on. In other words, you need to have the courage to make some choices to create the ability to manage ambiguity.
In our case, we decided to focus on reach and frequency as we believe this is key to understanding and improving the effectiveness of our media. AudienceProject provides these insights across our advertising channels, helping us establish a waypoint in the media landscape, test our measurement hypothesis, and learn through this journey.
How does our partnership support you in providing valuable insights?
AudienceProject’s cross-media measurement platform allows us to visualise our key campaign metrics – total and incremental reach across channels – and serve them to our senior team. This is done via very informative Venn diagrams showing the reach overlap between the channels. The insights help us build a repository of data and information so we can see what is working and what is not.
AudienceProject’s cross-media measurement platform allows us to visualise our key campaign metrics – total and incremental reach across channels – and serve them to our senior team.
We want to use the insights to continuously make in-flight optimisations of our campaigns and improve our future campaign planning. In our last Christmas campaign, we learned that YouTube reached an audience that linear TV didn’t, which, among other things, guides us in how to allocate our ad budgets in the future.
What is your advice to companies that want to start their measurement journey?
Firstly, orient yourself and know where you are in your measurement journey. How to approach media measurement varies, depending on where you are. Look outside your business, build a network and identify what other smart people in the industry are doing. You need to start walking before you can run.
Secondly, gain confidence to articulate where you are and map out what a measurement journey can look like. Make a case for the project you want to initiate and the potential upside of starting this to get approval internally. It is about defining a journey and its benefits and building the internal support needed to move forward.
Want to start your measurement journey?
Learn more about AudienceProject’s cross-media measurement platform by filling out the form below.
This article is 4 of 5 in our series: Customer spotlight
About this article series
In this article series, you can learn why our customers are doing cross-media measurement with us and how it enables them to make confident marketing decisions.
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