The audience-first approach to achieving and measuring impact

Room 2 | 10:30 am - 11:00 am | Tuesday, March 28, 2023

Winning the fight for attention is getting ever more challenging online and so is measuring the actual impact of both paid and earned campaigns. In fact, both often seem unachievable when all you have are typical platform-determined metrics.

In part, that’s because impact means different things to different people. But for many organizations, the challenge also comes down to metrics and audience. A purely quantitative approach focused on performance metrics tends to only scratch the surface, since it relies rely on generic, platform-defined metrics designed to measure broad reach and clicks – which struggles to capture the true brand-building potential of paid and earned media exposure. But by discovering ways to reach and engage with the right audiences via the conversations they themselves are having, you can connect to them with incredibly valuable messaging that truly resonates with what they actually want and need.

Pulsar’s research team accomplishes this deep level of understanding by designing custom methodologies for global clients, to measure the brand and narrative impact using social, search, news and audience data – as well as emphasizing on capturing the nuances of campaigns and focusing on different kinds of impacts that happen across several audiences. 

In this session, we’ll share what great things can be achieved by going beyond the purely quantitative, by deep-diving into our work with Twitter measuring the impact of ads aimed at maximizing ROI on brand conversation, as well as our other research with global brands showing how media campaigns can affect and shape online conversations.

Key takeaways:

  1. How media stories shape public opinions around a topic – and how the ’shape of the audience’ determines how content spreads, and impacts campaigns.
  2. The value of finding, reaching & engaging with the right audiences, by knowing how to really listen to the conversations they are actually having.
  3. How to multiply campaign ROI by using audience insights to inform your campaign strategies.

Consumers Presentation by Supplier Research Report


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