Campaign Pulse quiz

Quiz Questions

• 1.
  After your last major campaign, how did you measure its impact?

  • A.
    We relied mainly on media metrics — reach, impressions, platform reports.
  • B.
    We ran a post-campaign survey or brand study at some point.
  • C.
    We have a structured evaluation process we run after every significant campaign
• 2.
  When your brand tracking metrics move — up or down — can you tell which campaigns caused it?

  • A.
    Not really. We can see the movement but can't connect it to specific campaigns.
  • B.
    Sometimes, if a big campaign ran in that period.
  • C.
    We don't have brand tracking, so we can't tell at all.
• 3.
  How do you decide what to do differently in your next campaign?

  • A.
    Mostly based on experience and team discussion — we don't have structured data to guide it.
  • B.
    We look at what the media metrics told us and adjust targeting or spend.
  • C.
    We brief based on what worked before, but we're not always sure what 'worked' means.
• 4.
  How important is it to you to fix this in the next 12 months?

  • A.
    Very — we know we're making decisions without the right data. 
  • B.
    Somewhat — it would be useful but it's not our top priority right now.
  • C.
    Not sure — I'd need to understand the value better before committing. 
• 5.
  How consistently do you measure campaigns?

  • A.
    Every major campaign — it's a standard part of our process.
  • B.
    Most of the time, but not always — it depends on budget and timing.
  • C.
    Occasionally, usually when there's a specific reason to check.
• 6.
  What do you do with campaign evaluation results?

  • A.
    We use them to brief the next campaign — they directly influence our creative and messaging decisions.
  • B.
    We review them internally, but they don't always change what we do.
  • C.
    We present them to leadership and then move on — the learnings don't always feed back into the process.
• 7.
  Can you answer these three questions with data from your last campaign: Did people see it, did they connect it to your brand, and did it shift purchase intent?

  • A.
    Yes
  • B.
    Partially — we have some of this but not all of it. 
  • C.
    Not really — our measurement doesn't go that deep. 

Quiz Outcomes

• 1.
  You're flying blind

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  Your campaigns are running. But without systematic measurement, you're making creative and budget decisions without knowing what's actually working.The real cost isn't just wasted budget. It's that you might be building your competitors' brands instead of your own — and you'd never know.The good news: this is fixable. And it doesn't require a big commitment to start.
• 2.
  You have partial visibility

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  You're measuring — but the picture is incomplete. You have data, but you can't yet connect what your campaigns are doing to how your brand is moving.The gap: without knowing whether campaigns are building sender recall, driving liking, and shifting the right brand perceptions — you're optimising the wrong things.
• 3.
  You're a systematic learner

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  You're ahead of most brands in the Nordics. You measure systematically, you use the data, and your campaigns are improving over time because of it.The next level: connecting your campaign evaluation data to brand tracking and MMM gives you a complete picture — not just whether the campaign worked, but whether it built your brand and drove business outcomes.