An integrated measurement plan for your campaigns

Many organisations mainly look at the 'end effect': how many visitors, bookings or followers there are after a campaign. However, that says little about your starting point, what went well along the way or where opportunities remained.

An integrated measurement plan addresses all phases of the customer journey, all channels in the mix and the KPIs that matter. Measuring thus becomes part of a 360° approach where every link in the marketing mix contributes to the desired result.

It all starts with the question: what impact do you want to make? Do you want more people to know about your destination, existing followers to become more active or visitors to book faster?

Based on that, we create a measurement plan that matches your strategic goals. In practice, we follow four fixed steps:

1. Strategy: carry out a 0-masurement and benchmark, determine target group and channels, formulate the message and link KPIs to business goals.
2. Creation: developing concepts and formats that match the objectives and phase in the customer journey.
3. Campaign management: managing campaigns with a consistent message and careful timing.
4. Monitoring and optimisation: tracking performance in real time and optimising where necessary.

That way, you don't get isolated figures, but a clear picture of what works.

To bring the right focus to a campaign, we work with the See-Think-Do-Care model. Depending on the objectives, we focus on one phase or go through the entire customer journey. This determines which channels we use and which formats we develop. Always with one goal: achieving, and preferably exceeding, the joint objectives.

The See phase is all about reaching as many relevant people as possible with inspiring, brand-building content. Think of a video that captures the atmosphere of a destination.

In the Think phase, you offer in-depth content such as stories, itinerary suggestions or interviews with locals. People consider your destination and develop a preference.

The Do phase is about convincing with concrete calls-to-action, such as clicking through to an entrepreneur, booking a ticket or requesting a brochure.

Finally, the Care phase helps to bind existing fans and customers to you, e.g. with exclusive offers or perks.

Each phase gets its own KPIs. In the See phase, for instance, we look at reach (CPM) and visibility, in Do at CTR, CPC and conversions and in Care at repeat visits or newsletter subscriptions.

No channel stands alone. Paid, Earned, Shared and Owned media reinforce each other, provided you monitor them properly. The PESO model shows how these channels complement each other:

• Paid media: paid channels such as online ads, social media campaigns or sponsored articles. Ideal for building reach quickly.
• Earned media: publicity you earn through editorial attention, reviews or user-generated content. Builds credibility.
• Shared media: interaction and distribution via social media, where content is shared and discussed. Ensures involvement and community building.
• Owned media: your own channels, such as your website, blog and newsletter, where you have full control over the content.

By monitoring and aligning these pillars in a coherent manner, we create a consistent and compelling narrative that supports the entire customer journey. Depending on our specific objectives and focus within the customer journey, we may choose to place greater emphasis on one of these pillars.

We’d be happy to devise an integrated measurement plan for you. To produce reports and insights that we discuss with you, we use a range of tools. These include real-time dashboards, daily monitoring and optimisation of adverts, monthly reports, 24/7 community management, social listening and media clippings of articles. Through weekly or monthly coordination meetings, we’ll always be up to date on the current state of play together, so that we can make adjustments where necessary to achieve our goals.