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05 Nov 2013

Real-time decision making

Real-time decision making is the holy grail in advertising. If a campaign isn't working, brands need to be able to change their communications as quickly as possible.

The economic downturn is placing more pressure on advertising budgets and more pressure on brands to get their communications right first time. Robust and rapid data delivery is necessary to make real-time decision making a reality. If a campaign isn't performing as well as expected, clients need to be able to pin-point the weaker links and look at what creative or media changes can be made to optimise precious advertising dollars. 

And the economy isn’t the only thing driving the importance of being able to do things in real-time. Brands that are quick off the mark are more appealing to consumers.  During the blackout at the Superbowl, brands responded in real-time. P&G's Tide detergent tweeted, 'We can't get your #blackout but we can get your stains out.'  Mondelez uploaded an image of Oreo biscuits saying, 'you can still dunk in the dark.'

Following our partnership with Cranfield School of Management we developed the Campaign Optimiser to tell our clients how well each element of a campaign is performing while the campaign is live. It links the strengths and weaknesses of the creative execution with actual changes in brand perceptions.

When Energizer launched a new razor in Germany, our Real-Time Experience Tracker (RET™) enabled them to make some big, bold changes, such as moving investment from press to online. This led to a three-fold improvement in advertising cost-effectiveness and increased their revenue in the razor market by 10% in less than four months. 

Click here to read our Admap article about how RET enabled Energizer to make real-time business decisions.

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