Mediciones multicanal

RAM dispone de una herramienta que permite fusionar y evaluar las campañas que se realizan en varios canales de medios distintos. Por ejemplo, en una simple campaña multimedia impresa y en línea, o en combinaciones más complicadas con periódicos de pago, periódicos gratuitos, Internet, dispositivos móviles y TV. Los anuncios pueden evaluarse durante un período breve de 24 horas o ampliarse durante periodo de tiempo más largo.

La evaluación de una campaña muestra la cobertura global del anuncio, el impacto en los distintos tipos de medios y el número de veces de exposición.

Ventajas de las evaluaciones multicanal:

  • Muestra la cobertura de los distintos elementos de y para la campaña global.
  • Especifica como promedio en cuantos canales se ha advertido la campaña y cuantos momentos de exposición ha generado como promedio.
  • Ayuda al anunciante a entender lo que han proporcionado y han aportado los distintos medios a la campaña, así como la manera en que su cooperación ha generado el impacto global de la campaña.
 

TESTIMONIALS

We did a series of editorial content measurements with RAM using their user friendly tools. We decided to measure articles during one year.

Our main goal was to find out what kind of articles engage readers and keep them subscribing the newspaper. The articles were analyzed using Article Snapshot and WAI (Wilberg article index), tools in RAMetrics analyzing toolkit.

Article Snapshot is used for showing the correlation between the overall impression of the article and other statements. Wilberg Article Index (WAI) presents articles in a fourfold table depending on their reading and engagement. The engagement factor consists of the following statements concerning the article: appeals to me, well written, interesting and important content. The articles with the highest scores in reading and engagement are placed in the upper right corner called the Blockbuster. The upper left corner includes the articles with a high reading but low engagement. The articles in question might have for example many images attracting attention but the text is not considered interesting. The articles in the lower right corner engage the reader but they haven’t been noticed well. These articles may be targeted to a more specific target group, for example.

We went through the results with the research department and editorial staff regularly in order to achieve more engaging content for the newspaper. The measurements gave valuable information for developing editorial content into a more engaging direction. Based on the measurements it is important that the article is regarded as useful, well written and includes themes like nutrition, nature, traffic and ecological aspect.

-Karjalainen, Head of Marketing and Research Heli Räsänen

Afiliaciones

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