How is my KPI calculated?

Definition of a KPI

A KPI measures the performance of a campaign on a specific goal. Each KPI has a unique question that is asked to both Brand lift samples of respondents: exposed individuals and unexposed individuals.

Explanation of how a KPI is calculated

Ad recall

The calculation method is specific to this KPI:

We determine how many respondents need to interview in order to obtain 150 ad recallers. The control group also has 150 respondents, similar in gender and age to the ad recallers sample. Nevertheless, all these respondents meet our various quality criteria. Similar in gender and age to the memo sample.

Other KPIs

• Percentage

For Single/Multiple choice(s) KPIs:

This represents the number of individuals in the sample who chose the positive response(s) items to the related question. Positive responses depend on the indicator and the type of related question. For the attribution indicator, for example, all responses that select the advertising brand (and not competitors or the “other” item) are considered “positive”.

For scale KPIs:

This represents the average score reduced on a 100 basis. For example, if the average Interest score is at 6/10, it gives a KPI of 60.

• Uplift

The uplift is a way to evaluate the ad recall impact on several KPIs.

It represents the difference of positive answer’s share between ad recallers and non ad-recallers. The percentage (absolute value) for all Creative Diagnosis KPIs (i.e. Attribution, Interest, Likability, Clarity, Ad Perception, Ad Format Perception, etc.) and Broadcasting KPIs (i.e. Ad recall, Personal Interest). The Uplift for all Ad Recall Impact KPIs (i.e. Consideration,Specific Intent, Brand Image, Preference, Brand Familiarity, etc.).

Read more: https://support.happydemics.com/analysis/results/how-to-read-benchmark-results#h_18993e9e3d

How to understand a KPI result

To understand your results, we recommend checking:

• The percentage (absolute value) for all ad creative assessment indicators (i.e. attribution, interest, likability, clarity, ad perception, ad format, etc.) and distribution performance indicators (i.e. ad recall, personal interest).

• The Uplift for all advertising recall impact indicators (i.e. consideration, intent, brand image, preference, brand familiarity, etc.).