The effectiveness of any marketing campaign requires strategic thinking about the promotion prior to launch, but just as importantly once the campaign is running, data analysis is needed to measure the ongoing progress  of such campaigns. For Web 2.0 companies, ad networks and publishers, the timely measurement of campaign effectiveness is even more acute, as the life of any marketing promotion is generally short lived.

Proactive monitoring and trend analysis of the marketing campaigns is becoming a necessity as a day’s worth of bad results can equate to millions of dollars in unrealized or lost revenue. However, many of the analytic systems used to measure and track campaigns don’t provide the timely access to the information that is required for advertisers to evaluate the campaign success. Different analytical systems offer different ways to measure the performance.

There’s usually a “fast” component to reporting, where absolute numbers are delivered based on transactions.  This is usually available on the next day after a campaign, but it can be as quick as 3-6 hours with some systems.  Additionally, there’s a “trend” view that shows how a campaign is doing over time.  This is always time-delayed and usually not very granular (i.e., based on samples, or only aggregate information).

Lastly, there’s target vs. actual.  This is more than just a DoubleClick DART or web analytics report – it’s comparing the original target audience with real profile information from real users.  If, for example, women 18-25 living in NY with an income of $25,000 – $45,000 were targeted, was that the segment that actually received the most impressions?  And, more importantly, was that the most successful demographic?  This information is only available if web analytics is combined with application data and overlay data.

The ability to perform this type of Deep Real-time Web data analysis is complicated because it requires looking beyond current page view and impression information.   The constantly arriving stream of that data must be analyzed in the context of what is known about users’ demographic information and their past behavior and preferences.

To realize the benefits of any new marketing campaign, or to understand if the campaign is working as planned, being able to see trends within minutes or hours is crucial.  Companies advertising online have an advantage – the needed data is available.  The hard part is parsing that data quickly, getting it to the right people, and making sense of it, but this timely data analysis ensures proper audience targeting and segmentation and limits the risk of poor campaign performance and misspent budgets.

Truviso is helping online advertisers and publishers see the impact of campaigns immediately rather than in days or weeks.  The Continuous Analytics system provides dashboards with audience segmentation and even unique user drill-down, and is helping advertisers measure the effectiveness of their customer outreach campaigns in a timely fashion.

The value of our product is immediately visible to the marketers (and the finance team measuring return on advertising spend (ROAS)) who are now able to derive meaningful information from their data and ensure that their message is being received by the right people in the right place at the right time.