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If you want to know whether your campaign reached your target - choose the gemiusEffect research studies.

Methodology of gemiusEffect

Analyzing the effectiveness of an advertising campaign must take place in a neutral, objective environment. Each of the three modules that are used for gemiusEffect is independent, objective and neutral. Although integrated through the gemiusTraffic platform, all three modules are conducted using different methodologies to address their different issues.

  • gemiusDirectEffect

gemiusDirectEffect is executed through site-centric measurement using Gemius' proprietary gemiusTraffic platform. gemiusDirectEffect is research on the direct response to your online advertising campaign and directly measures Internet user behavior.

The survey is executed by connecting gemiusTraffic scripts to emitted creative and on the advertiser's web site. The scripts gather data on each emission and clickthrough by Internet users. Thus, we gain data on how many times an Internet user clicked on the campaign and how they behaved after clicking (or if they did not click how they behaved).

  • gemiusBrandingEffect

Analysis of the branding effect is conducted through the questionnaires displayed on the Internet and filled out by users. The questionnaire is every time adjusted to the goals of a particular advertising campaign. The results of the questionnaire survey are considered to be declarative data.

The research is conducted on two groups of Internet users: before starting the campaign (pre-test group) and after the campaign ends (post-test group). To both groups questionnaires are emitted at random. The questionnaires are displayed before the campaign has started and just after it has been finished (depending on its duration), aiming to collect up to 1000 filled in questionnaires per group.

The research is conducted on services on which the campaign was carried out. By this means, we achieve the effect of reaching the target group, which had contact with the advertisement (in the post-test). Internet users are not rewarded for filling in questionnaires, thanks to which their answers are objective.

The analysis consists on examining the differences in the perception of the marketing message between the pre-test and post-test group.

  • gemiusProfileEffect

The gemiusProfileEffect study is based on the gemiusAudience study conducted by Gemius in order to measure the socio-demographic profile of the users visiting over 350 web sites. Thanks to the gemiusAudience study, Gemius has developed a quasi-panel of Internet users identified through the use of cookies.

The gemiusAudience study implements a unique analytical algorithm to maximize the value of data: an Internet user who fills out a survey on site A, when visiting site B, brings his socio-demographic profile with him to site B. Thanks to this, a user who fills out a survey on one site builds the total sample of respondents across all sites that he visits.

The gemiusProfileEffect study uses the dataset gained from the gemiusAudience study. The sample size of the study is directly related to the campaign's reach (because the campaign's reach affects the likelihood that the campaign reached a user who has filled out a gemiusAudience survey). Gathered data are behaviorally weighted to the population that was exposed to the campaign, adjusting for sample selection bias. Thanks to this process, we are able to analyze data at the level of overall campaign audience as well as down to narrow groups such as those exposed to specific creative or even creative/placement combinations.

If you would like additional information on gemiusEffect's methodology, feel free to contact Gemius