A New KPI for Effectiveness
- Lisette Kruizinga-de Vries
- Jun 30, 2020
- 9 min read
Article Dr. Lisette Kruizinga – de Vries – Senior Methodologist
Understanding effectiveness for all media is in most cases calculated as the difference between the KPI after the campaign compared with before the campaign. The challenge with this way of understanding effectiveness is that it is less suitable for always on strategies and to understand the effectiveness for a longer period. To develop a new KPI it is important to have a KPI that represents all media and a KPI that is used for understanding effect. RPS is developed for media and represents the real number of contacts that brands have with consumers. In previous articles we have explained the way it is calculated and used by most clients. RPS helps us understand the relationship and the strength of the relationship, with all relevant marketing KPIs, as sales, revenues, website visits, Facebook visits, awareness, attitude, consideration, preference, etc.
