Qualitative KPIs have had a tour from DeLorean

TikTok is one of the leading content distribution platforms in this field. (Picture 123RF)

Having been eschewed since the advent of digital indicators, qualitative performance indicators are gaining ground in marketers’ arsenal, as browsing habits change and quantitative data loses its accuracy.

The problem is that its scaling is less automatic. That may be why they’ve lost their luster in the industry, which today notices fluctuating data in real time, sneaks Benoit Skenazi, marketing director for digital ad sales platform Sharethrough. But their return will not be long in coming.

In fact, ads now appear much shorter than before before the eyes of users, as infinite scrolling allows them to quickly scroll through content that is not to their liking.

“When we rely on clicks or conversion rates of our banners to improve these campaigns, that’s not how people consume it. That’s not enough anymore,” warns the man who has accumulated over 12 years in the field.

Additionally, the declared end of third-party cookies will obscure tracking of a customer’s online journey. This will hinder the application of technologies that have been promoted in recent years.

“The behavioral targeting bubble is losing momentum with new regulations. […] We go back to what is quite logical, that is, to go where the context lends itself to it and where the probability that a person will be interested in what is offered to him is high”, adds Clement Santa Maria, co-founder of Training Center La Roquette and partner at the Internet marketing agency Digitad.

Complete Toolbox

To assess the quality of a campaign, three factors gain importance depending on the two sources: audience attention, understanding of the message, and the importance of where it is presented.

“It’s a little ironic, because we’re going back to the good old practices we used in the past, through radio or TV ads,” says Clement Santa Maria.

Can no longer rely on quantitative data to do this, more and more specialists are using surveys or studies during the campaign and ‘after’. YouTube specifically allows users to be asked if they have seen content related to one of the brands mentioned. “If you can answer the question, then you have seen and understood the message,” summarizes Benoit Schenazi.

New technological tools also paint a better and more accurate picture, such as determining the position of the device on which the ad was shown. Contxtful Technologies in Quebec is proud to make this happen without access to private consumer data.

Content distribution platforms such as TikTok – the leader in this field according to the specialists consulted – have begun to develop indicators to assess the quality of understanding a message.

Facebook also makes it possible to launch campaigns aimed at measuring tag recognition, a Digitad colleague adds. “It’s fully automated, so with somewhat questionable reliability. But for larger budgets, as we do with Clarins, resources are dedicated to helping analyze this data,” he explains.

Benoit Skinazi encourages Quebec SMEs to ask their media partners about their ability to measure attention and understand advertising, “whether through post-campaign studies, during campaigns, or even upstream, in order to apply best practices in how ad content is presented.”

Furthermore, Clement Santa Maria believes that this paradigm shift will create the most headaches for them especially. “Going up is not a big step. [pour les PME] Compared to understanding that digital is essential to any marketing strategy. It is believed that the qualitative aspect is a natural supplement.

RIP quantitative data?

However, this does not mean that quantitative performance indicators, such as reach, number of impressions or clicks, should be forgotten, experts cautioned.

“The concept of volume is still very important in marketing if we want to reach a sufficient percentage of our audience, as the co-founder of La Fusée identifies. On the other hand, it is the end of quantitative indicators that are analyzed without context.”

Benoit Schenazi believes that the human behind the consumer is at the heart of the campaign delivery process. “Digital technologies have given quick access to information that we didn’t know before through traditional advertising, but it has its drawbacks. It’s not the backwards we see, it’s the addition of human-centered design,” he predicts. “He might as well prepare for it today, because he can’t help but That gains importance in the metaverse.

Leave a Comment