How a Fortune 10 company optimized campaign success with YouGov

Business challenge

In 2022, a Fortune 10 company’s marketing insights group engaged YouGov to establish a high-frequency continuous tracking study to achieve two goals: 1) generate frequent, high-fidelity reads on sub-brand KPIs, and 2) operate as a shared source of data for each sub-brands’ stakeholders.

Solution

YouGov designed a weekly tracking study with modules for each sub-brand to track core KPIs, along with a set of changeable questions for each module that could be edited by the sub-brand’s stakeholders each week. In Q2 2023 YouGov began fielding this tracker on a weekly basis in the US, expanding to five additional markets in Q3 2023

YouGov created an expedited workflow, incorporating automated weekly data processing and weighting of multiple core audiences. As additional markets were added and question changes increased, the established workflow ensured timely data delivery, enabling product and marketing to iterate quickly, utilizing relevant data.

Business outcomes

Proof of concept in the US over the first three months of weekly tracking resulted in internal demand for the client to add five additional markets in the next quarter. The tracking study has been utilized to track product awareness and adoption across multiple sub-brands within the business.

Building on the success of weekly data, the client asked YouGov to use the same instrument and process to conduct tracking through a three-month marketing campaign with daily data delivery.

The established workflow and methodologies have allowed the client to make real-time adjustments to media buys and targeted campaign channels to continuously optimize campaign success.