Measuring Marketing Effectiveness: Why Contextual Audience Insights Are Key

Published On: July 1, 2022By Categories: Spiketrap 101Tags:

Given the rate at which marketers launch and optimize campaigns, the temptation to measure marketing effectiveness using readily available and simple metrics – such as impressions or engagement – can be appealing.

After all, in the same vein as “no such thing as bad publicity,” it can be argued that all reach is good reach. Engagement is engagement.

However, beyond what are often and aptly labeled “vanity metrics” lies a more impactful and accurate opportunity for determining effectiveness: measuring campaign success based on the consumer experiences and brand loyalty impact on our audience.

From this perspective, the true measure of marketing effectiveness becomes far less about engagement alone – and far more about contextual understanding of why that engagement is happening.

True marketing measurement requires
more than engagement

Engagement stats might be easy to gather and track – but they cannot illustrate the full story.

As a fundamentally surface-level metric, engagement depicts solely how much your audience is interacting, and relying on this metric alone neglects to consider important factors.

Notably, things that go unanswered include questions like:

  • How did this campaign make my audience feel? And why?
  • Was the earned engagement positive? Or did it solicit negative feedback?
  • What sort of conversations did my product inspire?
  • How did the acquired engagement impact my brand over time?
video game data analytics insights platform

Vanity Metrics vs. Contextual Insights Approaches

To illustrate the value of engagement numbers through context, let’s look at two bare bones scenarios.

Vanity Metrics-Centric Measurement

Your campaign receives 10,000 pieces of engagement across numerous sources.

The in-platform analytics across the media sources provide some additional metrics, but not aggregated insights or analytics around the value that engagement holds.

Unfortunately, you know there was some negative chatter around the campaign – but have no way to gather a percentage of how much or how far-stretched those conversations went.

With a defined campaign effectiveness goal of at least 8k engagements, you mark this campaign a success – and move on to implement your next campaign using similar strategies.

Contextual Insights-Based Measurement

Your campaign receives 10,000 pieces of engagement across 5 sources.

Through contextual insights, you know that within these 10,000 pieces of engagement, 25% were centered around a grievance that someone had with a faulty product, soliciting very low sentiment scores across the board.

However, another 65% focused on the user excitement for the new features, and buzz around a giveaway.

Meanwhile, the final 10% of conversation was around diversity representation within the ad campaign.

Your campaign goal was to hit at least 8k engagements.

While you mark this campaign a success and move on to your next promotion, you’re prepared with valuable data points to optimize and improve as you move forward.

You decide to have a tighter response plan in place in the case of any mishaps with the product, as well new strategy ideas based on organic feedback, and more fleshed out goals around how to define campaign success.

Given the depth of understanding gained through the contextual insights, it’s clear which scenario delivers a stronger measurement of marketing effectiveness.

Using audience insights to measure marketing effectiveness means developing a better understanding of your audience – which ultimately means better marketing.

Audience understanding leads to loyalty – and advocates

It’s a long established belief that word-of-mouth is the most effective form of marketing. Advocacy goes a long way in convincing someone to purchase a product – and the $4 billion growth of the influencer marketing industry in 2021 alone is a testament to that.

Now, aside from paid promotions, do you know what creates the best advocates? Someone who loves your brand and believes in your product, which isn’t necessarily an easy “someone” to find. Creating loyalty with an audience requires authenticity, understanding, and connection.

And creating an authentic connection built on understanding requires knowing more than simplistic metrics like numbers of clicks or total sales.

Gaming is no exception to this.

spiketrap video game marketing analytics better audience gamers with ai-powered audience insights and media solutions

Understanding gaming audiences within a booming industry

Last year, Twitch saw a 31% increase of concurrent users, and Discord was reported to have over 150 million monthly users. As these statistics indicate, the gaming ecosystem is large, and gaming audiences and communities are growing larger every year.

Through these platforms, gamers interface around what they’re playing — or watching others play — naturally discussing the brands they love, the interactions they have with companies, and why.

This is important for any marketer considering gamers as an audience (which all marketers should). While impulse buying based on appealing cover art or a dynamite game trailer will always be a thing, gamers are also notorious for researching before they buy.

Whether looking at YouTube reviews, chatting on Discord, browsing forums, or streaming walkthroughs on Twitch, players are looking to ensure that the next experience they dive into promises to match or outshine the last epic RPG they finished – or delivers the same engaging online play and community as their favorite MMO.

Don’t take just our word for it. Take the word of the gaming community itself.

Gameplay Streaming During 2022 Summer Games

 

We looked at audience conversation trends during the 2022 summer gaming announcements, and found that watching other people enjoy the game sparked more positive interest in the game. Specifically, audiences reacted quite positively (with sentiment scores in the 80s and 90s) when streams offered live demonstrations of the actual gameplay experience.

In the end, it all comes back to audience understanding

All of which comes back to understanding your audience, and your industry as a whole. Ultimately, understanding the wheres, whys, and hows behind engagement with your product, company, or campaign empowers you to authentically connect with your audience through marketing – and to create better advocates.

But you can’t do any of that with only vanity metrics. Which is where tools like Spiketrap come in.

Feed sentiment and audience insights from Spiketrap

Metrics for measuring effectiveness

Spiketrap’s AI-powered contextual audience intelligence platform was designed to empower marketers, brands, developers, agencies – and anyone looking to better understand the gaming industry – through actionable insights and metrics by which to measure your measure marketing effectiveness and audience engagement.

Sentiment – Know how your audiences feels, see positive and negative associations for trending conversations, and see sentiment by influencer, feed item, and more. Best of all – see the context behind the sentiment. Spiketrap Sentiment Scores show audience feeling on a 100 point scale, available in aggregate, by creator, and by query.

Brand Safety – Secure communities create stronger community loyalty. Brand Safety Ratings are reported by query and creator, analyzing community engagement for toxic, sexual, and profane content.

Conversation Trends – Discover what’s top of mind with your audience over a given time period or in real-time with curated conversation cards – aggregated across sources.

Brand Affinity Do you know what other brands and organizations your audience and/or top influencers are most positively aligned with? Or which games are mentioned alongside yours? Track affinities with our tool.

Impact Engagement – Go beyond likes and clicks. Impact metrics showcase the volume of overall engagement making a significant difference for your brand, finding the signal from within the noise.

Smart Word Clouds – Discover the most relevant, naturally occurring phrases related to your campaign report.

Custom Reporting Tools – Pull insights around nuanced queries related to your campaigns, trending topics, industry news, recent updates, sponsored streams, and more.

spiketrap data analytics tool gaming analytics platform and insights dashboard

Spiketrap Data Insights Platform

Visual analytics dashboards, competitive intelligence, trending stories, and more.

BROWSE THE FEATURES

Ready to ramp up your marketing measurement?

Fill out the form below to chat with our team, set-up a demo of our analytics platform – and discover how we can empower your team through AI-powered audience understanding.

Discover More

Spiketrap 101s

Discover the fundamentals behind Spiketrap’s contextual solutions.

Learn More

Contextual Advertising

Elevate campaign performance with the only contextual analytics solutions built for today’s audiences.

Read More

Spiketrap Homepage

Empowering creators, brands, platforms, developers, and more to better reach gamers.

See How

Recent Posts

Measuring Marketing Effectiveness: Why Contextual Audience Insights Are Key

Published On: July 1, 2022By Categories: Spiketrap 101Tags:

Given the rate at which marketers launch and optimize campaigns, the temptation to measure marketing effectiveness using readily available and simple metrics – such as impressions or engagement – can be appealing.

After all, in the same vein as “no such thing as bad publicity,” it can be argued that all reach is good reach. Engagement is engagement.

However, beyond what are often and aptly labeled “vanity metrics” lies a more impactful and accurate opportunity for determining effectiveness: measuring campaign success based on the consumer experiences and brand loyalty impact on our audience.

From this perspective, the true measure of marketing effectiveness becomes far less about engagement alone – and far more about contextual understanding of why that engagement is happening.

True marketing measurement requires
more than engagement

Engagement stats might be easy to gather and track – but they cannot illustrate the full story.

As a fundamentally surface-level metric, engagement depicts solely how much your audience is interacting, and relying on this metric alone neglects to consider important factors.

Notably, things that go unanswered include questions like:

  • How did this campaign make my audience feel? And why?
  • Was the earned engagement positive? Or did it solicit negative feedback?
  • What sort of conversations did my product inspire?
  • How did the acquired engagement impact my brand over time?
video game data analytics insights platform

Vanity Metrics vs. Contextual Insights Approaches

To illustrate the value of engagement numbers through context, let’s look at two bare bones scenarios.

Vanity Metrics-Centric Measurement

Your campaign receives 10,000 pieces of engagement across numerous sources.

The in-platform analytics across the media sources provide some additional metrics, but not aggregated insights or analytics around the value that engagement holds.

Unfortunately, you know there was some negative chatter around the campaign – but have no way to gather a percentage of how much or how far-stretched those conversations went.

With a defined campaign effectiveness goal of at least 8k engagements, you mark this campaign a success – and move on to implement your next campaign using similar strategies.

Contextual Insights-Based Measurement

Your campaign receives 10,000 pieces of engagement across 5 sources.

Through contextual insights, you know that within these 10,000 pieces of engagement, 25% were centered around a grievance that someone had with a faulty product, soliciting very low sentiment scores across the board.

However, another 65% focused on the user excitement for the new features, and buzz around a giveaway.

Meanwhile, the final 10% of conversation was around diversity representation within the ad campaign.

Your campaign goal was to hit at least 8k engagements.

While you mark this campaign a success and move on to your next promotion, you’re prepared with valuable data points to optimize and improve as you move forward.

You decide to have a tighter response plan in place in the case of any mishaps with the product, as well new strategy ideas based on organic feedback, and more fleshed out goals around how to define campaign success.

Given the depth of understanding gained through the contextual insights, it’s clear which scenario delivers a stronger measurement of marketing effectiveness.

Using audience insights to measure marketing effectiveness means developing a better understanding of your audience – which ultimately means better marketing.

Audience understanding leads to loyalty – and advocates

It’s a long established belief that word-of-mouth is the most effective form of marketing. Advocacy goes a long way in convincing someone to purchase a product – and the $4 billion growth of the influencer marketing industry in 2021 alone is a testament to that.

Now, aside from paid promotions, do you know what creates the best advocates? Someone who loves your brand and believes in your product, which isn’t necessarily an easy “someone” to find. Creating loyalty with an audience requires authenticity, understanding, and connection.

And creating an authentic connection built on understanding requires knowing more than simplistic metrics like numbers of clicks or total sales.

Gaming is no exception to this.

spiketrap video game marketing analytics better audience gamers with ai-powered audience insights and media solutions

Understanding gaming audiences within a booming industry

Last year, Twitch saw a 31% increase of concurrent users, and Discord was reported to have over 150 million monthly users. As these statistics indicate, the gaming ecosystem is large, and gaming audiences and communities are growing larger every year.

Through these platforms, gamers interface around what they’re playing — or watching others play — naturally discussing the brands they love, the interactions they have with companies, and why.

This is important for any marketer considering gamers as an audience (which all marketers should). While impulse buying based on appealing cover art or a dynamite game trailer will always be a thing, gamers are also notorious for researching before they buy.

Whether looking at YouTube reviews, chatting on Discord, browsing forums, or streaming walkthroughs on Twitch, players are looking to ensure that the next experience they dive into promises to match or outshine the last epic RPG they finished – or delivers the same engaging online play and community as their favorite MMO.

Don’t take just our word for it. Take the word of the gaming community itself.

Gameplay Streaming During 2022 Summer Games

 

We looked at audience conversation trends during the 2022 summer gaming announcements, and found that watching other people enjoy the game sparked more positive interest in the game. Specifically, audiences reacted quite positively (with sentiment scores in the 80s and 90s) when streams offered live demonstrations of the actual gameplay experience.

In the end, it all comes back to audience understanding

All of which comes back to understanding your audience, and your industry as a whole. Ultimately, understanding the wheres, whys, and hows behind engagement with your product, company, or campaign empowers you to authentically connect with your audience through marketing – and to create better advocates.

But you can’t do any of that with only vanity metrics. Which is where tools like Spiketrap come in.

Feed sentiment and audience insights from Spiketrap

Metrics for measuring effectiveness

Spiketrap’s AI-powered contextual audience intelligence platform was designed to empower marketers, brands, developers, agencies – and anyone looking to better understand the gaming industry – through actionable insights and metrics by which to measure your measure marketing effectiveness and audience engagement.

Sentiment – Know how your audiences feels, see positive and negative associations for trending conversations, and see sentiment by influencer, feed item, and more. Best of all – see the context behind the sentiment. Spiketrap Sentiment Scores show audience feeling on a 100 point scale, available in aggregate, by creator, and by query.

Brand Safety – Secure communities create stronger community loyalty. Brand Safety Ratings are reported by query and creator, analyzing community engagement for toxic, sexual, and profane content.

Conversation Trends – Discover what’s top of mind with your audience over a given time period or in real-time with curated conversation cards – aggregated across sources.

Brand Affinity Do you know what other brands and organizations your audience and/or top influencers are most positively aligned with? Or which games are mentioned alongside yours? Track affinities with our tool.

Impact Engagement – Go beyond likes and clicks. Impact metrics showcase the volume of overall engagement making a significant difference for your brand, finding the signal from within the noise.

Smart Word Clouds – Discover the most relevant, naturally occurring phrases related to your campaign report.

Custom Reporting Tools – Pull insights around nuanced queries related to your campaigns, trending topics, industry news, recent updates, sponsored streams, and more.

spiketrap data analytics tool gaming analytics platform and insights dashboard

Spiketrap Data Insights Platform

Visual analytics dashboards, competitive intelligence, trending stories, and more.

BROWSE THE FEATURES

Ready to ramp up your marketing measurement?

Fill out the form below to chat with our team, set-up a demo of our analytics platform – and discover how we can empower your team through AI-powered audience understanding.

Discover More

Spiketrap 101s

Discover the fundamentals behind Spiketrap’s contextual solutions.

Learn More

Contextual Advertising

Elevate campaign performance with the only contextual analytics solutions built for today’s audiences.

Read More

Spiketrap Homepage

Empowering creators, brands, platforms, developers, and more to better reach gamers.

See How

Recent Posts

Measuring Marketing Effectiveness: Why Contextual Audience Insights Are Key

Published On: July 1, 2022By

Given the rate at which marketers launch and optimize campaigns, the temptation to measure marketing effectiveness using readily available and simple metrics – such as impressions or engagement – can be appealing.

After all, in the same vein as “no such thing as bad publicity,” it can be argued that all reach is good reach. Engagement is engagement.

However, beyond what are often and aptly labeled “vanity metrics” lies a more impactful and accurate opportunity for determining effectiveness: measuring campaign success based on the consumer experiences and brand loyalty impact on our audience.

From this perspective, the true measure of marketing effectiveness becomes far less about engagement alone – and far more about contextual understanding of why that engagement is happening.

True marketing measurement requires
more than engagement

Engagement stats might be easy to gather and track – but they cannot illustrate the full story.

As a fundamentally surface-level metric, engagement depicts solely how much your audience is interacting, and relying on this metric alone neglects to consider important factors.

Notably, things that go unanswered include questions like:

  • How did this campaign make my audience feel? And why?
  • Was the earned engagement positive? Or did it solicit negative feedback?
  • What sort of conversations did my product inspire?
  • How did the acquired engagement impact my brand over time?
video game data analytics insights platform

Vanity Metrics vs. Contextual Insights Approaches

To illustrate the value of engagement numbers through context, let’s look at two bare bones scenarios.

Vanity Metrics-Centric Measurement

Your campaign receives 10,000 pieces of engagement across numerous sources.

The in-platform analytics across the media sources provide some additional metrics, but not aggregated insights or analytics around the value that engagement holds.

Unfortunately, you know there was some negative chatter around the campaign – but have no way to gather a percentage of how much or how far-stretched those conversations went.

With a defined campaign effectiveness goal of at least 8k engagements, you mark this campaign a success – and move on to implement your next campaign using similar strategies.

Contextual Insights-Based Measurement

Your campaign receives 10,000 pieces of engagement across 5 sources.

Through contextual insights, you know that within these 10,000 pieces of engagement, 25% were centered around a grievance that someone had with a faulty product, soliciting very low sentiment scores across the board.

However, another 65% focused on the user excitement for the new features, and buzz around a giveaway.

Meanwhile, the final 10% of conversation was around diversity representation within the ad campaign.

Your campaign goal was to hit at least 8k engagements.

While you mark this campaign a success and move on to your next promotion, you’re prepared with valuable data points to optimize and improve as you move forward.

You decide to have a tighter response plan in place in the case of any mishaps with the product, as well new strategy ideas based on organic feedback, and more fleshed out goals around how to define campaign success.

Given the depth of understanding gained through the contextual insights, it’s clear which scenario delivers a stronger measurement of marketing effectiveness.

Using audience insights to measure marketing effectiveness means developing a better understanding of your audience – which ultimately means better marketing.

Audience understanding leads to loyalty – and advocates

It’s a long established belief that word-of-mouth is the most effective form of marketing. Advocacy goes a long way in convincing someone to purchase a product – and the $4 billion growth of the influencer marketing industry in 2021 alone is a testament to that.

Now, aside from paid promotions, do you know what creates the best advocates? Someone who loves your brand and believes in your product, which isn’t necessarily an easy “someone” to find. Creating loyalty with an audience requires authenticity, understanding, and connection.

And creating an authentic connection built on understanding requires knowing more than simplistic metrics like numbers of clicks or total sales.

Gaming is no exception to this.

spiketrap video game marketing analytics better audience gamers with ai-powered audience insights and media solutions

Understanding gaming audiences within a booming industry

Last year, Twitch saw a 31% increase of concurrent users, and Discord was reported to have over 150 million monthly users. As these statistics indicate, the gaming ecosystem is large, and gaming audiences and communities are growing larger every year.

Through these platforms, gamers interface around what they’re playing — or watching others play — naturally discussing the brands they love, the interactions they have with companies, and why.

This is important for any marketer considering gamers as an audience (which all marketers should). While impulse buying based on appealing cover art or a dynamite game trailer will always be a thing, gamers are also notorious for researching before they buy.

Whether looking at YouTube reviews, chatting on Discord, browsing forums, or streaming walkthroughs on Twitch, players are looking to ensure that the next experience they dive into promises to match or outshine the last epic RPG they finished – or delivers the same engaging online play and community as their favorite MMO.

Don’t take just our word for it. Take the word of the gaming community itself.

Gameplay Streaming During 2022 Summer Games

 

We looked at audience conversation trends during the 2022 summer gaming announcements, and found that watching other people enjoy the game sparked more positive interest in the game. Specifically, audiences reacted quite positively (with sentiment scores in the 80s and 90s) when streams offered live demonstrations of the actual gameplay experience.

In the end, it all comes back to audience understanding

All of which comes back to understanding your audience, and your industry as a whole. Ultimately, understanding the wheres, whys, and hows behind engagement with your product, company, or campaign empowers you to authentically connect with your audience through marketing – and to create better advocates.

But you can’t do any of that with only vanity metrics. Which is where tools like Spiketrap come in.

Feed sentiment and audience insights from Spiketrap

Metrics for measuring effectiveness

Spiketrap’s AI-powered contextual audience intelligence platform was designed to empower marketers, brands, developers, agencies – and anyone looking to better understand the gaming industry – through actionable insights and metrics by which to measure your measure marketing effectiveness and audience engagement.

Sentiment – Know how your audiences feels, see positive and negative associations for trending conversations, and see sentiment by influencer, feed item, and more. Best of all – see the context behind the sentiment. Spiketrap Sentiment Scores show audience feeling on a 100 point scale, available in aggregate, by creator, and by query.

Brand Safety – Secure communities create stronger community loyalty. Brand Safety Ratings are reported by query and creator, analyzing community engagement for toxic, sexual, and profane content.

Conversation Trends – Discover what’s top of mind with your audience over a given time period or in real-time with curated conversation cards – aggregated across sources.

Brand Affinity Do you know what other brands and organizations your audience and/or top influencers are most positively aligned with? Or which games are mentioned alongside yours? Track affinities with our tool.

Impact Engagement – Go beyond likes and clicks. Impact metrics showcase the volume of overall engagement making a significant difference for your brand, finding the signal from within the noise.

Smart Word Clouds – Discover the most relevant, naturally occurring phrases related to your campaign report.

Custom Reporting Tools – Pull insights around nuanced queries related to your campaigns, trending topics, industry news, recent updates, sponsored streams, and more.

spiketrap data analytics tool gaming analytics platform and insights dashboard

Spiketrap Data Insights Platform

Visual analytics dashboards, competitive intelligence, trending stories, and more.

BROWSE THE FEATURES

Ready to ramp up your marketing measurement?

Fill out the form below to chat with our team, set-up a demo of our analytics platform – and discover how we can empower your team through AI-powered audience understanding.

Discover More

Spiketrap 101s

Discover the fundamentals behind Spiketrap’s contextual solutions.

Learn More

Contextual Advertising

Elevate campaign performance with the only contextual analytics solutions built for today’s audiences.

Read More

Spiketrap Homepage

Empowering creators, brands, platforms, developers, and more to better reach gamers.

See How