Crowd DNA Rolls Out Campaign Measurement Tool

In the UK, full service research agency Crowd DNA has launched a new campaign and brand measurement tool called Impact DNA, drawing on its experience from testing more than 75 campaigns.

Formed in 2008, the Shoreditch, London-based firm conducts commercial and thought leadership research in areas such as media, fashion retail, technology and entertainment. Services include product and communications testing, audience segmentation, competitor analysis and social media tracking.

The new tool uses normative measures to enable tracking and comparison of campaigns, regardless of media mix or sector. The company says it has built in scope for applying the tool across TV, online, radio, cinema, print and event activity, and any combination of these areas.

Developed by Crowd DNA's effectiveness specialists Paul Allen and Jessica Street over several months, Impact DNA establishes six measures - social, engagement, search, word-of-mouth, action and return on engagement. Results can be viewed via a performance dashboard or in a full debrief deck.

Founder and MD Andy Crysell (pictured) says: 'The challenges in terms of measuring different campaigns and producing reliable benchmarks is only going to get greater, with the need to take into account cross-platform activity and to reflect the significance of word-of-mouth and social media. In Impact DNA we've devised a method that has been rigorously tested and that is sufficiently clear-cut in the answers it provides to become a powerful tool for those working both media and brand side.'

Web site: www.crowddna.com .