Developing an ad effectiveness program for a gaming platform
Decision Based Data and AI in Real Estate
March 27, 2019
Decision: What research strategy and methods should be employed to provide meaningful insights and benchmarks?
Program Evaluation: Interviewed internal employees, sales teams, vendors and advertisers to evaluate the current program and solicit feedback for research program improvement.
Method: Developed a repeatable research method that provided scale, sample efficiency, and benchmarks for cross campaign and industry comparison.
ROI: A case study program was developed to ensure cross company delivery of research results. Case studies were then utilized by the sales and marketing teams as collateral to sell to new advertisers.
Research Data Utilization: Created a norms database along with a communications stream to allow ad product and sales teams to utilize research data.
Usability Studies: Instrumented and managed recurring usability studies to test new ad products and functionality.
