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NØRR3
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Data & Measurement

A number you can

After a campaign there are three reports on the table and three different numbers for the same thing. Measurement is in order only when you know which number decides the next investment.

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01

When measurement needs work

Measurement needs attention when the channel report and web analytics tell different stories. The same is true when nobody can say what the advertising produced in sales. We start with definitions: what is tracked, why, and under what name. Then we build the collection itself. That covers events, the data layer and the connections between advertising, web analytics and customer data. In the end every number has a definition and a source you can show to others.

02

A few lessons

A channel's own number and the web analytics number are not the same thing. They are counted differently, and the gap has to be explained rather than hidden. The second lesson is about how far the tracking reaches. A click is a cheap and easy metric, but it does not tell you whether the advertising produced anything. When measurement reaches sales or leads, budget moves start to follow results. Consumer response varies a lot between channels. That is why the message in the ad also shapes what the metric ends up showing.

03

How we work

People do the work: a strategist, a planner, a specialist and an analyst. We agree the metrics before the campaign and write down the definition of every number. Where it helps, the Marketing Engine handles the part that repeats hundreds of times: collecting the data from the channels and keeping the numbers current in one view. We give every client the most modern tools in the field for gathering insight, running the advertising and following the results.

Examples of what we do

  • Measurement plan and metric definitions
  • Event and conversion tracking
  • Data layer and technical data collection
  • Reconciling channel and analytics numbers
  • Tracking down to sales and customer data
  • Reporting and interpretation of results
  • Marketing Engine

Related Cases

Big or small, we scale the solution to the challenge.

Insight & StrategyDashboardsData ModellingMarketing StrategySearch engine optimisationProgrammatic BuyingMedia Planning and BuyingOut-of-Home and pDOOHPerformance MarketingNØRR3 Media InsightsRadio AdvertisingTV AdvertisingCinema AdvertisingPrint AdvertisingAssets and productionCampaigns and Always-onMedia StrategyDynamic AdvertisingSearch Engine AdvertisingDisplay and Video AdvertisingSocial Media AdvertisingResearchAI OptimisationAI AdvertisingHealthcare MarketingReal Estate MarketingRetail MarketingAutomotive MarketingFranchise MarketingMarketing Engine Platform

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Media Insights51 % … 14 %After the ad, 51% took action on social media, 38% on TV, 36% in direct mail, 34% in search, 19% on radio, and 14% in podcasts. The value of channels is measured by action, not impressions.20 % / 35 %20% use ad blockers and 35% use ad-free streaming. Part of the audience is not visible in digital meters at all, which is why measurement must extend to sales.65 % vs 35 %Commercial TV reaches 65% weekly but 35% daily. Reach and frequency are different metrics, and both must be measured.
Media Insights51 % … 14 %After the ad, 51% took action on social media, 38% on TV, 36% in direct mail, 34% in search, 19% on radio, and 14% in podcasts. The value of channels is measured by action, not impressions.20 % / 35 %20% use ad blockers and 35% use ad-free streaming. Part of the audience is not visible in digital meters at all, which is why measurement must extend to sales.65 % vs 35 %Commercial TV reaches 65% weekly but 35% daily. Reach and frequency are different metrics, and both must be measured.