Integrating Advanced Analytics into Advertising Campaigns

Greater Than One uses a variety of tools and software to integrate advanced analytics, audience insights, and business-outcome-focused metrics into the advertising campaigns that we build and run for our clients.? These metrics help us to evaluate campaign effectiveness and make updates as needed.

We track and evaluate different factors such as:

1. Quality Social Engagement

Beyond likes and shares, we also look at comments, shares with context, and sentiment and behavior analysis.

Sentiment analysis helps us understand emotional response to the brand and campaigns to provide a more qualitative dimension to understanding user response on social media.?

Additionally, we partner with tools such as Resonate and Sprinklr to understand the qualities of our audience and user behavior apart from interactions specific to our campaigns. This allows us to better identify potential messaging themes and refine future targeting.

2. In-depth On-Site Behavior

These include click-through rates, conversion rates, time spent on page, and content consumption patterns.

By integrating data from Google Analytics, we can correlate social media activities with website traffic and user behavior, offering a clearer picture of the journey from engagement to action.

3. Physician Level Data

For our HCP-focused campaigns, we can track more granular variables to match content and touchpoints with particular HCPs through PLD matching.

Partners such as IQVIA and Equals 5 can help us view which physicians engage with what content, what specialties and job titles the campaigns resonate with the most, and ultimately attribute prescribers to our marketing efforts.

4. Brand Lift Studies

For Awareness-based campaigns, we utilize knowledge-based assessments and surveys to measure changes in awareness, understanding, and behavior among healthcare professionals and patients.

Importantly, we measure the exact difference in brand recognition and ad recall among people who have seen our ads, and those who have not, to see a concrete impact caused by our campaigns.

Too many times, brands forego analytics which are important building blocks for a media?plan.?We?make analytics easy for you so you don't have to miss out on a critical part of your plan.?

Contact us at GreaterThanOne.com/contact to find out how.