Monitoring the effectiveness of marketing campaigns in the field

Companies that manage marketing campaigns nationwide invest considerable sums in promoting certain concepts and promotional messages that they want to convey to consumers. It is very important a feedback from the field on the correct implementation of marketing campaigns, on all channels used (both online and offline). IDTotal facilitates the process of collecting, aggregating and analyzing data on the implementation of its own campaigns, but also on competing ones, so that management can make informed decisions about the effectiveness of actions, strategy changes, planning future campaigns, etc.

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Monitoring marketing campaigns

Campaign monitoring involves collecting information from modern and traditional networks on the presence of their own brands or SKUs but also competing, marketing materials – banners, displays, stands, wobblers, etc. (POSM). We can also present the display strategy on the shelf, with number of faces, positioning, level of consumer impact.

Frequently asked questions about this service

Outsourcing the market intelligence service is a decision that companies that place products in the market can make based on their own marketing strategy, the retail channels they operate on, the indicators to be followed (KPIs) and the time constraints, and budget set at the level of the calendar year. There are over 3,500 stores nationwide included in modern commerce and each is a potential location through which you can generate interest and sales from consumers. To these are added locations in Horeca, hospitality, company headquarters, commercial areas, etc.

When do you need to outsource campaign monitoring services?

Marketing campaigns are necessary to stimulate the sale of FMCG products, but also IT, home appliances, etc. Given the very large number of locations where each campaign can be implemented, outsourcing becomes necessary if:

  • You do not have your own merchandising team or logistics staff who could take over the information from the field
  • The number of locations from which you want to retrieve information is very large, which makes it costly to move your own staff
  • Do not manage a specialized field data collection application, which makes it more difficult to retrieve unstructured information

What types of information can be retrieved?

The types of information that can be taken from the field are not standard, they are adapted according to each project and the campaigns we monitor. Examples of data sets that can be collected include:

  • Number of own and competing POSMs present in each location indicating the type
  • Number of faces on the shelf
  • Exact or estimated shelf stock of own and competing products
  • Positioning one’s own or competing products within the district

For each monitored indicator, relevant pictures can be delivered to support the answer.

What is the reporting method and frequency of collection?

The reporting for each campaign is customized, being adapted to the client’s requirements. In principle, in addition to the raw data collected, we can also offer interpretations, comparative analyzes with other brands and recommendations of marketing strategy that could increase consumer engagement.

As a frequency, we can consider ad-hoc reports, but also periodic reports (quarterly or monthly), which have the advantage that they can also show variation trends and allow adjustments to the marketing and sales strategy.

How do you ensure access to stores and data collection?

Our teams are already present in the field in most modern forms of trade, having agreements with the networks regarding the access of external suppliers. The collection of data does not involve the collection of personal data from consumers, and the information presented refers only to locations with public access (sales area). If it is necessary to obtain more detailed information (stock in the warehouse, sales in the period, etc.), a specified separate object of the research is required.

Data collection is achieved through mobile applications for smartphones developed internally by IDTotal, which ensures real-time synchronization and the ability to transmit in a very short time the result of large-scale national campaigns.

How much do market intelligence services cost?

The tariff for market intelligence services is established depending on the object of the campaign, the number of indicators monitored, the number of locations covered, duration, reporting.

From a financial point of view, we estimate that these projects justify their cost in a period of 1-3 months by providing those information that allow marketing or sales decisions to be made that can generate better market share and profits for customers.

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