Snapchat has introduced its "Three E’s" approach to advanced campaign assessment in response to significant changes in digital marketing measurement. The approach, which stands for Execution, Experimentation, and Evaluation, aims to help marketing teams accurately track performance in a privacy-friendly manner.
Snapchat likens the three E’s to navigating a ship. Evaluation guides decisions like a compass, Experimentation helps in course correction and finding efficient routes like a map, and Execution powers the everyday operations like the components of a boat. Advertisers adopting this measurement approach are expected to see better advertising outcomes.
In practical terms, the structure involves a cycle of testing, learning, iterating, and assessing to refine and improve campaign performance. The assessment element is particularly crucial in revising strategies for modern shifts. An example of assessment is Media Mix Models, which quantify the impact of marketing and non-marketing activities on predefined KPIs such as sales or web visits. They are privacy compliant as they leverage sales data instead of user-level information.
Other methods for testing campaign performance include brand lift studies and A/B testing. Snapchat emphasizes the importance of picking the right experiment method and KPIs, and warns against prioritizing easily accessible correlation metrics over causal experimentation KPIs.
Snapchat provides various data points to help marketers make informed decisions about their campaigns and refine their performance. The "Three E’s" approach, when used in combination, equips brands to improve their approach based on a broader set of data points, rather than focusing on just one aspect.
