Configuring an Outcomes study

Lucid Measurement Study Creator allows you to create outcomes measurement studies to track both the sales lift and brand lift of your campaign to measure the full funnel impact of brand media campaigns.

Upon logging into Lucid Measurement, you will see a list of all currently live studies.

Study details

To open a new study:

1. Click the blue Create Study button in the upper right hand corner of the page. The New Study page displays.

2. Select your study type from the drop down in the upper left corner of the window.

3. Click the drop down and select Outcomes to create an outcomes study.

4. Enter the name, the campaign start date, campaign end date, and account (if relevant) for your study.

   The end date must be at least 30 days after the start date for an outcomes measurement study.

5. Select or enter the name of the brand you wish to measure.

   Only certain brands available to be measured in the Affinity Dataset and therefore are eligible for outcomes measurement.

6. Select the industry relevant to that brand.

   Once selected, you will be provided with a recommended Sales Tracking Window for post-campaign purchase attribution. You may adjust this Halo Period according to the needs of the brand.

7. Select the country language for your campaign.

   Note, that outcomes measurement is currently only available for US English.

   

Media channels

With all fields filled, click save and continue to proceed to the media channels screen, where you will be asked to enter the number of impressions for your campaign.

• Please note that outcomes measurement studies require a minimum of 10 million impressions.

• For guidance on what is best practice for brand feasibility, check the feasibility guide linked on this page to see what estimated impression volumes are required to get a read for your brand purchases.

Media tagging

Once you have entered the impressions for your campaign, click save and continue to go to media tracking and create tracking tags for your campaign.

• ​Universal Tag: if your media is being served through an ad server, use this to generate an event tag that can be appended at the campaign level​

• Site-Served: If macros do not dynamically pull site/placement/creative data from the media or your media is being served directly by a publisher and the tags need to be placed individually at the site, placement, or creative level​

• Linear TV: If you have an integrated partnership with us, you can initiate by appending Samba or iSpot Creative IDs ​

Once you have created the necessary tags for your campaign, you may click Next to proceed, or if you wish to skip this step for now, click Skip.

KPIs

This will take you to the Survey portion of the study creator flow, where you will set up the brand lift element of your outcomes study.

Start by filling out the Brand information relevant to your brand lift study.

1. Enter the in-target brand for the brand lift survey questions and at least two competitors

2. Click Add competitor to add additional competitors, or click Bulk upload competitors to list all relevant competitors and have them added automatically.

3. Fill out brand details that will be used to populate specific survey questions if selected. This section is optional but necessary if you are using the following KPIs: ​

   1. Product Category: Brand Consideration​

   2. Purchase Window: Purchase Intent, ​

   3. Ad Message: Message Association, Message Awareness​

   4. Brand Attributes: Brand Attributes​

4. Click Save brand information to move on to choosing brand lift KPIs.

5. Select at least one KPI to measure in your Brand Lift Study.

   Five is the maximum number of KPIs that can be added to any given study.

   

6. ​Update Primary KPI and in-Target if desired. Both are automatically denoted with a blue star.

   All question logic is locked and cannot be changed, but is displayed on the right side of the question card for transparency.​

7. Click Save and Continue to proceed to the Sales Metrics screen, where you will be able to confirm the sales lift metrics that run on all outcomes studies. These cannot be edited, but you may review the definitions of each KPI here.

8. Click Continue to proceed to the Audience page, where you can add an option Audience filter for the brand lift portion of your study.

Audience filters

Because sales lift KPIs are built from transaction data and not survey responses, Audience filters will not apply to the sales lift portion of your study.

Click Next to proceed to the Review page

Review study

1. Double check all of the details of your study. From here, you will be prompted to go back and fill in any necessary information you skipped.

2. Click Launch to move your study to Live status or Pending if the study is launched prior to the start date.

   Your new study will remain in draft until you click the button.