Campaign Objectives & Targets

The information provided in this form is used to dynamically customize how consumer data is collected to measure your campaign.  

If you need to collaborate with others to supply campaign objectives and targets, just click Save and Exit so that you or others can come back later to complete this form.  You'll see a log of who added information to this form at the bottom.  When you are done, click Submit, and the form will not be editable after that

Brand: The names of your brand, the category of the brand and the top competitors to the brand within this category are used to dynamically customize questions used in interviews to measure this campaign.  You may have more than 5 competitors, but the goal is not to measure your competitive set; it’s to blind the interview so as to minimize bias.

Objectives: Tell us the intended outcomes of the campaign by selecting up to 6 objectives.  

  • Start by selecting the type of campaign you are running.  Brand campaigns have one of three types of objectives: (1) Brand outcomes only, (2) Brand outcomes, and outcomes for one product, or (3) Brand outcomes, and awareness for multiple products.
  • Select up to 6 objectives.  Some objectives require additional information.
  • Select which of the objectives is the Primary Objective.  Selecting your Primary Objective defaults charts, tables, and trends to this KPI. This means when you arrive at your Lift Chart, a chart with this KPI should appear automatically. Other KPIs will be accessible and available to optimize as usual.

Targets: Upwave uses your targeting information to measure the extent to which your media tactics are reaching your intended audience.  You may add up to 10

    • Most common targets (including but not limited to)
      • BEHAVIORAL
        • Past Usage
        • Category Familiarity
        • Purchase Frequency/Role/Location
        • In-market status
        • Product ownership
        • Activities/ Activity frequency
      • CONTEXTUAL 
        • Topics read/consumed
        • Media consumption frequency
        • Television recency
        • Streaming/TV genres
        • Time online
      • DEMOGRAPHIC 
        • Age / Gender
        • Parental Status
        • Ethnicity / Race
        • Education Level
        • Household Size
        • Household Income
        • Decision making role
        • Language spoken at home
  • Objectives
    • Brand campaigns have one of three sets of objectives.
      • Brand Only
    • Starter question
      • to measure only brand objectives, not product objectives.
        • Some campaigns advertise a brand, and some advertise products under the brand umbrella. This option should be used when a brand is being advertised.
          • Add screenshot/video/some visual example
          • Flower Fresh OR Flower Fresh dryer sheets
      • to measure brand objectives and Awareness, Consideration, and/or Purchase Intent of one product.
        • Flower Fresh AND Flower Fresh dryer sheets
        • Product Category: in contrast to the brand category, the product category might be more granular and specific to the product being measured.
        • If the product category is the same as the brand category (e.g. laundry detergent), input the same information.
        • If the product category is more granular (e.g. laundry detergent vs. dryer sheets), specify the category for the product being measured. 
        • What we’re looking for is a product that corresponds with your brand and at least two more that correspond respectively with the competitors indicated in the Brand section.
      • to measure brand objectives and Awareness of multiple products.
        • This is uncommon. Most ads only feature one brand or product.
        • Scented products: Flower Fresh Fabric Softener Springtime, Flower Fresh Fabric Softener Ocean waves, Flower Fresh Fabric Softener Lavender garden.
        • This option should be used when measuring multiple products that belong to the same brand.
    • Primary Objective
      • Selecting your Primary Objective defaults charts, tables, and trends to this KPI. This means when you arrive at your Lift Chart, a chart with this KPI should appear automatically. Other KPIs will be accessible and available to optimize as usual.
  • Target Audiences
    • These are used to help you understand the extent to which your media tactics are reaching your intended audience.
      • Screenshot + insight (show that target is the label)
    • You may add up to 10
    • Most common targets (including but not limited to)
      • BEHAVIORAL
        • Past Usage
        • Category Familiarity
        • Purchase Frequency/Role/Location
        • In-market status
        • Product ownership
        • Activities/ Activity frequency
      • CONTEXTUAL 
        • Topics read/consumed
        • Media consumption frequency
        • Television recency
        • Streaming/TV genres
        • Time online
      • DEMOGRAPHIC 
        • Age / Gender
        • Parental Status
        • Ethnicity / Race
        • Education Level
        • Household Size
        • Household Income
        • Decision making role
        • Language spoken at home
  • Additional Information
    • What this section should be used for
      • If a KPI you wish to measure is not listed
      • Extended descriptions of Target Audiences
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