Successful campaigns create change. Campaigns need to cut through to resonate and create a response. To cut through means reaching the right people - making them notice and recall your campaign and, ultimately, remember your brand. Resonating means you’ve landed your message and it has been understood. Creating response means affecting change - the change you wanted. YouGov’s research infrastructure allows us to be adaptive in our methodology. Our wealth of existing living data allows us to create the exact target groups you want to reach, on a granular level. We can track them through your activity and, if your campaign changes at any point, you can easily change the profile targets. Our campaign evaluation starts with YouGov BrandIndex. Daily tracking of your brand and competitors. With 16 key metrics (such as Awareness, Advertising Awareness, Buzz, perception measures and purchase funnel metrics). With 15+ years of historical data, you can compare data with past campaigns and look at how your competition has fared. Viewing at a national level, see what parts of the purchase funnel your activity is impacting. Analyse even deeper; ask why customers are reacting as they are, what’s cutting through and what isn’t with trigger questions in BrandIndex. You can also run your own Custom Tracker alongside BrandIndex: monitor brand specific metrics, look in depth at campaign measures and focus on more niche audiences. Additionally, you can also split your sample: measure different executions across different platforms, compare the exposed with the non-exposed, understand whether your campaign is working (by how much, how and with whom).