Communicus

Benefits

Tracking is called tracking for a reason. It is just that – keeping track of things, and then hoping that you can make some sense of the data later. Although those who sell tracking may not readily admit it, it is literally impossible for tracking to isolate the effect of your advertising. If you are lucky enough to see something change in your tracking data, it is virtually impossible to identify the advertising as the source of that change. What about all the other things that were happening in your market during the same time period? Competitive activity? Price changes or promotion? Distribution changes? Economic effects? Weather? And on and on . . . . Tracking studies can tell you a lot about your market, but will leave you guessing about the impact of advertising on your brand.

In fact, tracking data can often lead to incorrect conclusions about the performance of your advertising. Standard interpretations of tracking data can lead you to conclude that an effective campaign is not working. It can also mislead you into thinking that a campaign is working when in fact it is not.

With Communicus, you gain the precision of a scientific experiment without actually having to execute a controlled test. You will always be able to isolate the specific contribution of your advertising to your business. Just run your campaign as you normally would, and the unique Communicus measurement process provides an experimental design within your normal advertising context. Our technique allows us to control for all of the other marketplace influences and actually isolate the impact that your advertising is having on your brand.
Other Communicus benefits that tracking cannot provide:

Communicus is the only way to measure campaigns that include multiple traditional and online elements. We not only can isolate the integrated campaign impact, but we also isolate and explain the effects of each campaign component.

Communicus offers extensive diagnostics to understand the dynamics of how your advertising is working. Why is the advertising performing the way it is? How can you improve the advertising performance and increase the leverage of your advertising investment? Tracking will leave you guessing; Communicus provides answers:

Accurate measurement of the performance of each ad in every medium.

Which ads are working well and which aren’t?

Why are the ads working or not? Intrusiveness? Branding? Message
Communications?

How much is each of the media contributing? Should you make a change?

Which ads are approaching wear out and which will benefit from additional
media support?

How much synergy is occurring between media? . . . Is the message and branding building across media? . . . Is your TV campaign driving people to the Internet?

How much should you be spending on this campaign?

Is the overall positioning strategy working as intended?

. . . and many others that tracking cannot provide.

Communicus provides state of the art modeling capabilities, calibrated to your advertising performance. This gives you the ability to explore almost endless “what if” possibilities for campaign planning.
Click here to find out more about how Communicus can help you to avoid the mistakes that relying on tracking can produce.