Real-time campaign tracking

Using a case study of Wilkinson's Sword in Germany, this article discusses the benefits of real-time campaign tracking.

Real-time campaign tracking

Jo RigbyMESH

Capturing brand experiences as they occur allows brands to test and learn during a campaign cycle, as Wilkinson Sword proved with the German campaign for its new Hydro razor.

The downturn in the economy is putting increased pressure upon advertising budgets, with the question moving beyond 'tell me which 50% of spend is working', to 'tell me how to optimise spend while the campaign is live'. The traditional approach of 'test and learn' for the next campaign is fast becoming a luxury. Increased budgetary pressure and greater communication opportunities are leading brands to engage...

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