Crowd DNA launches campaign measurement service

It uses six measures – social, engagement, search, word of mouth, action and return on engagement (the number of people exposed to a campaign through on- or offline sharing) – to assess campaigns across TV, online, radio, cinema and print.

The firm said that new service is based on its experience of testing more than 75 campaigns for clients such as Global Radio, Viacom and Bauer Media and was developed by its effectiveness specialists Paul Allen and Jessica Street.

Crowd DNA founder and managing director Andy Crysell (pictured) said: “The challenges in terms of measuring different campaigns and producing reliable benchmarks are only going to get greater, with the need to take into account cross-platform activity and to reflect the significance of word of mouth and social media now paramount.”