Engagement level to maximum conceptual meter, 3d rendering

Measuring ROI from qualitative based work

A brief description of qualitative vs quantitative

Qualitative Research is primarily exploratory research. It is used to gain an understanding of underlying reasons, opinions, and motivations. It provides insights into the problem or helps to develop ideas or hypotheses for potential quantitative research. 16 Sep 2011

I write this article from the consultant’s perspective as recently I have been asked the question.  ‘What is the value add?’  From a marketing point of view, we would look to show ROI (Return on Investment)

words used for websit design and writing for the web set out in a jigsaw pattern

Writing for the web

Much of the work a consultant does is advisory in nature.  ROI or value add can be seen once the advice is acted upon or when quick win scenarios are put in place. Any form of digital marketing can achieve different responses finding the ROI is often down to nailing what the customer wants from an online campaign.  There are so many ways that a positive result can be recorded to show ROI (Return on Investment) or put more simply the ‘value add’.  Not all marketing dictates are expected to create a sale, have a clear understanding of a client’s wishes before you begin a campaign.  You then have a set criteria you will measure against.  I use the example of a marketing ask from a prestigious automotive manufacturer.  They asked to generate test drives for a new model specifically from an age demographic.  The campaign was then set to target the specified demographic across a variety of channels that were directly suited to that audience.    The test drives taken may well have culminated in a sale but until that transaction has taken place the brand awareness continues to build across the clients chosen demographic.  Someone that had a great test drive can go on to become an ambassador for that brand as they discuss their experience with their colleagues, family and friends.  Social geo tagging also allows for the test drive to be shared through ‘bragging rights’ and all in a person’s network has the chance to see that a brand is offering a great product.

From a consultant point of view showing ROI on a qualitative appraisal can sometimes be a problem.  With the world of social media/digital engagement showing an ROI on work you are doing can be tricky.  I have had clients offer a variety of different capture points that they want to achieve from a social media campaign.  More and more digital engagement is monitored through a variety of analytics and demographic viewpoints.   There are a multitude of different platforms and software offerings that will track your engagement interaction and ultimately show what that engagement value has returned.   To take a quote from Will McInnes CMO Brandwatch from #HootConnect the online conference:

Qualitative at Quantitative Scale

engagement level monitor showing low moderate high options

Engagement level to maximum conceptual meter, 3d rendering

An effective campaign can generate interest on a quantitative scale simply by building a high amount of noise and social engagement across a variety of channels.  Your tracking software will show you the number of shares, retweets, likes and comments from a post or across a whole segment of a campaign all of which are great analytics to monitor but do they deliver a call to action.  Does a channel message bring visitors to your webpage, deliver numbers to attend an event?  What is your client expecting from the marketing work you provide?   Social media engagement help to build brand awareness, this will ultimately bring about extra interest, sales, easier recruitment, but not necessarily immediately.  A strong Brand engagement strategy builds these qualitative details into a recurring ongoing plan to ensure that messaging, engagement and call to action is used across all channels for a comprehensive interaction with all demographic considerations.

This is just a start on engagement demographics and how success can be managed and reported upon.  Further articles will follow looking at some of these topics in more detail.  It would be interesting to see how others feel about the qualitative vs quantitative consideration.   To find out how Aureate Digital Strategic Consultancy and Sales (ADSCS) Ltd can help with engagement and measuring your ROI visit our services page