Analytics

Comprehensive insights for your brand lifts

Introduction

Our Analytics feature offers a comprehensive and user-friendly way to analyze your brand lift results across all your campaigns. This tool provides detailed insights into your performance, helping you identify strengths, weaknesses, and areas for improvement to refine your advertising strategies. The feature is updated in real time, so as soon as a measurement is completed, it is instantly reflected in your analytics dashboard and benchmarks.

An example section is available by clicking the “See example” button on the banner at the top of your Analytics page. This is particularly useful if you want to explore the feature and visualize how it works before you have enough brand lifts to analyze. It’s a great way to familiarize yourself with the tool and project potential scenarios.

What you can do with this feature

The Analytics feature enables you to analyze your brand lift results across multiple dimensions, including industries, media types, geographical areas, templates, and more. With this new feature, you can now:

• Compare your performance against Happydemics benchmarks across various parameters and visualize the ranking of your organization.

• Identify your strengths and weaknesses to make data-driven decisions.

• Cross-analyze different dimensions (media, industry, brands, etc.) for granular insights at the KPI level.

• Access all KPIs, from ad recall to creative diagnostics and impact KPIs (allowing you to have a detailed view of your strengths and weaknesses), including the Impact score (measure the overall performance of your campaign in one number).

• Download your results in image or Excel format for further analysis.

How to analyze your data

1. Access the Analytics dashboard

   • Log in to your Happydemics account and navigate to the Analytics tab.

   
2. Select a KPI

   • By default, the Impact score will be selected, but you can choose any KPI from ad recall to purchase intent for a more detailed analysis.

3. Select a variable

   • Choose what you want to analyze, such as industry, media type, zone, brand, template or targeting strategy if you set up any. This will determine the graph’s axis, allowing you to focus on a specific aspect.

4. Set the time period

   • Select the time period you want to analyze (e.g., last 3 months, 6 months, 12 months, or a custom range).

5. Filter on any variable

   • Just below the variable selection (the one that determines the axis of the graph), you have the option to filter your data on all the parameters, allowing you to focus on the exact perimeter you are interested in.

   • Let’s say you only want to analyse your brand lifts done in France, on the FMCG industry : you just have to select these parameters and all other data will be automatically filtered out.

   • Within a single filter, selections are combined with an 'or' logic (e.g., France or Germany). Across different filters, selections are combined with an 'and' logic (e.g., France and FMCG industry).

   

6. Compare with benchmarks

   • View your performance compared to Happydemics benchmarks to see how you measure up against industry standards.

7. Visualize your rank

   • View your organization's rank within our benchmark directly. For example, ranking in the top 15% for DOOH in the UK. To be part of the ranking, your organization needs at least 10 Brand Lifts with the selected filters. This insight helps you identify where you outperform the market and gives you valuable content to showcase your strengths.

8. Export your results

   • Download your results (.png or .xls) to share it or for further analysis.

Levels of analysis

For some variables, such as industries, media, and zones, you have the possibility to choose the "levels" of analysis:

• Industries: There are three levels in our benchmark hierarchy. Depending on the level of detail you want, you can select one of these levels to see the related industries. You can also select all levels for a comprehensive view.

• Each parent level includes subcategories (child levels) for more detailed analysis.

• Here is a view of our industries hierarchy with the different levels.
• Media: You can view the channels and/or the formats, providing a more precise analysis. Here is a view of the media and formats analyzed at Happydemics.
• Zones: You can choose between a "region" (Happydemics divides the world into 10 regions for more relevant analysis on large zones) or countries. Here are the different regions' groupings.

Identify strengths and weaknesses

• Use the insights to identify areas where you excel and areas that need improvement.

• Typically, a strength is a dimension where your results for a given KPI are better than the benchmark. When this is the case, the gap vs. the benchmark is highlighted in green, allowing for quick identification of your best performances.

• On the other hand, if your results are lower than the benchmark, this indicates areas where optimizations may be needed. Consult our KPI optimization guides to learn how to refine your creatives and strategies.

To keep in mind

• Data points: Each time we display a performance, we indicate the number of measurements we rely on. For robust analysis, ensure you have at least 10 data points for a given KPI.

• The ranking will appear only when a benchmark contains at least 10 measurements and data from 10 distinct organizations.

• While Analytics updates in real time, brand lift measurements are fixed within specific time periods.

• Filters: Make sure to use the right filters when analyzing your results! You can easily check which filters are applied by looking at the filter panel. Filters can also be cleared quickly using the option on the right.

The Analytics feature is designed to empower you with the insights you need to optimize your advertising strategies and achieve your marketing goals.

For any questions or assistance, feel free to reach out to our support team. We’re here to help you make the most of this powerful new tool!