Post-tests, barometers, trackings, marketing mix modelling, many tools are available to measure the effectiveness of advertising campaigns. These are the tools among others that CESP audits in order to ensure transparency and bolster the confidence of communications professionals in the research conducted.
366 has asked CESP to audit its ‘366 # Panel’ proprietary tool that was set up and has been managed by Kantar TNS since 2015. This tool is used continuously by the sales house to conduct: principally post-tests to measure the effectiveness of the print and digital campaigns of their clients, but also ad hoc surveys to understand socio-cultural and consumer trends. The sales house wanted to boost its clients’ confidence in this tool.
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