As a brand marketer in a digital world, you can record all the campaign performance data you want.
But unless you have the right measurement, optimization, and creative processes, it’s almost useless.
This is said from experience.
At Kellogg, they focused on the ROI of their brand-building initiatives.
That was until they put in place processes around their metrics.
Here are three things that they did to optimize measurement that could help other brands improve their data-driven video marketing efforts.
1. We made sure we were all measuring the same things
For large, global companies and even for smaller organizations it’s impossible to draw meta insights and share best practices if everyone has different ideas of what “good” looks like.
That’s why they recently introduced score carding for their videos.
Each scorecard is developed with their platform partners, who know what the right inputs look like while taking into account what Kellogg employees know drives ROI for their categories, brands, and business.
Kellogg’s YouTube scorecard, for example, is based on the things that most powerfully affect their YouTube-driven sales.
Scorecards are not automated.
It takes a lot of work to manually develop them and then update them quarterly.
2. We broke down our data silos
The campaign performance data you’re collecting might be consistent, readable, and accurate, but unless it’s made available to your entire team, in real time, it will be difficult to act on.
The days have gone by when brands could wait for campaigns to end before acting on results.
To break down those silos, Kellogg’s launched the KUBE, a physical and virtual space where campaign data lives and is evaluated in real time, using interactive dashboards designed by our data science teams.
This way, everyone gets to see what’s working and make decisions based on those findings in a streamlined but democratic way.
3. We started acting early and often
To make the most effective use of campaign insights, marketers need to create processes that allow them to act earlier and more often.
One way they have done this at Kellogg is by analyzing results as soon as they’re available, often in the first few weeks of each video campaign.
We’ve included this step into our KUBE review process to optimize our video campaigns earlier and more often.
The power of process
While it may be unreasonable, Kellogg’s best creative outcomes have been achieved by applying the power of process.
But as they have learned to embrace an approach defined by “freedom within a framework,” they have come to find that process around performance data, optimization, and creative iteration makes it possible for video to be all those things and more.