Issues tracking, benchmarking and campaign evaluation

One of the most important indicators of the success of a communications campaign is its ability to permanently shift attitudes and behaviours over time. Furthermore communications campaigns need to be aware of these shifts that materially impact their work in real time.

Ogilvy Illumination uses quantitative tracking research to identify shifts in attitudes and beliefs and to provide strategic advice about how to deploy campaign resources and adapt messages for key audiences.

Performance of a communications campaign can also be clearly evaluated by its ability to shift attitudes from a pre-campaign benchmark to a post-campaign outcome. Quantitative tracking studies allow for a detailed evaluation of campaign tactics and an assessment of return on campaign investment.