Happydemics Help Center
  • Introduction
    • Welcome 👋
    • Glossary
  • Launch
    • Methodology
      • Brand lift methodology
      • When to schedule my Brand lift?
      • What do I need to launch a Brand lift?
      • How to manage a campaign with multiple creatives?
      • How to manage a multilingual campaign?
      • Which template should I choose for my Brand lift?
      • Create a multichannel Brand lift
    • Channels
      • Channels and formats
      • Targeting strategies
      • Display
      • Online video (OLV)
      • Digital audio
      • DOOH
      • Connected TV
      • Social Ads
      • In-game
      • TV
      • Radio
      • OOH
      • Cinema
      • Press
      • Influence
    • Targeting
      • In which countries can I launch a Brand lift?
      • How to add an audience boost?
    • Survey
      • How to add KPIs?
      • How to add a profiling question?
      • How do I choose the right phrasing for the Purchase Intent and Consideration indicators?
      • How to adjust my creative?
      • How to optimise my creative?
      • How to launch a Brand lift with a custom KPIs combination?
    • Exposure data
      • How to embed my retargeting pixel?
      • How do I check if my retargeting pixel is embedded correctly?
      • How to provide my audience file?
      • How to provide my POIs file?
  • Analysis
    • Methodology and basic rules
      • Methodology and terminology
      • Do I have enough respondents?
      • Are my results representative?
      • Why express uplifts in points rather than percentages?
    • Brand lift results
      • How to read Brand lift results?
      • How to analyze multichannel Brand lift?
      • How is my KPI calculated?
      • How to read benchmark results?
      • How to understand Impact score?
      • How to understand the Cost per lifted user?
      • How to compare and filter sub-target results?
      • How are KPIs categorized?
    • Brand lift report
      • How to optimize my KPIs?
      • How do I customize my report?
      • How to share my report?
      • How to understand my report?
    • Analytics
  • Account management
    • Settings
      • How to manage my account?
      • Organization access management
    • Consumption
      • How to track my measurement use?
      • How to get more measurements?
  • Security and confidentiality
    • Security
      • How does Happydemics protect my data?
    • Confidentiality
      • Where can I find Happydemics’ privacy policy?
      • How does Happydemics comply with the GDPR?
      • What data does Happydemics collect?
      • How to delete your personal data from Happydemics?
      • How to delete your organization and its data from Happydemics?
      • How to remove a member from your organization and their personal data?
      • How to delete measurements and their data?
      • How can I contact Happydemics if I have questions about my data?
Powered by GitBook
On this page
  • What is the purpose of a benchmark?
  • How is the benchmark created?
  • What are the benchmark standards?
  • What's the difference between an absolute value benchmark and an uplift benchmark?
  • Available benchmarks:
  • By media
  • By area
  • By industry
  1. Analysis
  2. Brand lift results

How to read benchmark results?

What is the purpose of a benchmark?

Happydemics benchmarks include data from over 25,000 measurements made using our tool. They enable users to compare their performance with similar campaigns across industries, media and budgets.

The value of a benchmark lies in its ability to provide fairly consistent raw results, depending on the advertiser's industry or media. To ensure accurate conclusions and relevant comparisons, benchmarking is essential.

How is the benchmark created?

Each benchmark contains a large number of measurements to guarantee its statistical reliability. It provides a comparative analysis of the "media" and/or "industry" aspects.

The media is selected when configuring the Brand lift, in the second step.

The industry is preset by Happydemics, but you can change it to suit your needs.

For example, you can remain broad with a "Consumer Goods" benchmark, or be more specific with a "Dairy Products" benchmark.

What are the benchmark standards?

An indicator is compared with a benchmark when it contains at least 10 measurements, making it reliable enough to draw meaningful conclusions about the campaign's performance.

What's the difference between an absolute value benchmark and an uplift benchmark?

Happydemics provides two different benchmarks:

  • The absolute value benchmark provides conclusions on the respondent's self-reported rating of the ad campaign. Since this is a campaign assessment and not a brand assessment, the benchmark is independent of the respondent's initial view of the advertiser. The absolute value benchmark is adapted to creative analysis.

  • The uplift benchmark measures the difference between individuals who recall the campaign and those who don't, in terms of brand perception. This benchmark measures uplift without being directly impacted by the respondent's initial view of the advertiser. The uplift benchmark is therefore perfectly suited for analyzing the impact of ad recall.

Available benchmarks:

The benchmark can be adapted to suit "media" and/or "industry" aspects. Here are some of the options (subject to the number of measurements available)

By media

Online

  • Display

  • Online video

  • Digital audio

  • DOOH

  • Connected TV

  • Social media

  • In-game

Offline

  • TV

  • Radio

  • OOH

By area

Tailor benchmarks to specific regions or countries, allowing you to gauge your performance against local competitors and understand market dynamics more effectively.

By industry

PreviousHow is my KPI calculated?NextHow to understand Impact score?

Last updated 13 days ago