Online Brand Experiences come in various forms such as banner ads, rich media ads, online videos, widgets, blogs, articles, fan pages and more.

The most interesting aspect of measuring the effectiveness/ROI is the sole reliance on behavioral (counts) metrics which is an incomplete valuation technique. Let us show you the scientific research methodology to truly measure the effectiveness/ROI of online campaigns: an integrated approach of behavioral (counts) and voice of the customer data.

The OBET™ Objective::
The main objectives of OBET™ are:

• Evaluate the effectiveness/ROI on a branding & purchase level
• Evaluate the ad on the level of ad recall & brand recall
• Design a standardized system to evaluate online brand experiences

The OBET™ Research Methodology::
A scientific market research methodology that evaluates campaigns on the basis of exposed (test group) versus not exposed (control group). Evaluation research can be conducted either pre-launch, post-launch (in market) or at both stages.

Our behavioral tracking tags will also determine prior exposures which will evaluate campaigns based on the number of exposures.

The OBET™ Standard Metrics::
To correctly evaluate online campaigns, it is necessary that all campaigns are evaluated using the same research methodology and standardized metrics. At a bare minimum the following metrics should be used for evaluation:

• Target Profile - affinity level, purchase status, demographics
• Brand Impact - brand opinion change lifts, brand image attributes lifts
• Business Impact - purchase intent lifts, brand recommendation lifts
• CRM Impact - relationship level lifts
• Media Impact - past 30 days media exposures (offline & online)
• Ad Impact - aided and unaided ad & brand recall

The OBET™ Value Prop::
Beyond the basic campaign evaluation, the unique value proposition of OBET™ is the standardization of your online measurement research both in terms of methodology and key metrics. This allows you to build a campaign performance knowledgebase which provides the ability to compare and contrast your campaigns and build best practices based on what works.

Partnering with CRM Metrix ensures centralization of performance in one location and our consultants will assist in developing future campaign strategy blueprints that will drive key performance.