Overview
What is Lucid Measurement?
Lucid Measurement is an always-on, cross-platform, attitudinal measurement product that enables you to understand the brand lift of your advertising campaign and optimize media performance while the campaign is in flight.
The dashboard surfaces proprietary daily lift calculations, brand lift metrics, and downloadable raw data.
How does it benefit me and/or my customers?
With Lucid Measurement you can:
Make informed decisions with statistically-significant data, refreshed daily, at your fingertips.
Save time with smarter, automated data visualization in an always-on dashboard
Uncover relevant opportunities for campaign optimization to improve results and drive lift for your brand KPIs
What is new or different about Lucid Measurement compared to other solutions in the market?
Other solutions are slow, costly, and struggle to provide actionable insights throughout a campaign. Lucid reaches stability within weeks of launch, informing site, placement, and creative decisions. This helps you to improve your campaign’s brand impact and ultimately media ROI.
How does Lucid Measurement work?
Do the following to measure the impact of your brand campaigns using Lucid Measurement:
Create the brand lift survey using Lucid Measurement's survey template.
Activate tracking on your digital ad creative.
Impression data is matched against our global platform to identify respondents who have been exposed to your ad.
Exposed respondents (those who have seen your ads) are surveyed via our direct connection to the Marketplace – and their responses are measured for your KPIs.
Survey results are collected daily and proprietary brand lift metrics are surfaced for your KPIs in Impact Measurement's reporting dashboard.
Results are weighted and stat tested each day.
See KPI definitions for more information on the KPIs available.
How is lift calculated?
Measures are derived from surveys that are fielded in-flight to a representative group of exposed and unexposed (control) respondents. We use combination of targeted recruitment, weighting, and propensity scoring to ensure survey respondents accurately reflect the campaign on demographics, media behaviors, and brand usage.
What do I need to do or know to use it?
A minimum of 4M impressions in the US is required for measurement. Please work with your Lucid rep to understand feasibility for other markets.
You are required to use Lucid Measurement's survey template as the survey must be programmed by a project success team member in our preferred survey platform.
What are the key features of the product?
Feature | Details |
|---|---|
Questions/KPIs & question types | Select up to 5 brand KPIs to measure:
You can add up to two custom questions (mapped to a different KPI) on your survey. |
Baseline questions (required) |
|
Available question types | Types:
|
Supported survey country-language pairs |
*multi-language survey capabilities in a country are available upon request |
Charts and reports | Lift by:
Additional filtering options are available |
Ad types | The following digital ad types are trackable:
The following linear TV ad types are trackable:
|
Export and download | Types:
|
Device | Any media that can be tracked via 1x1 pixel or with one of the following identifiers. |
Benchmarks are organized by brand KPIs overall and advertiser industry. See the Benchmarks campaign performance for digital only or Benchmarks campaign performance for linear TV pages for more information. |
How does the media channel chart differ from the device chart?
Media channel is defined by how and where an ad was served, whereas device is defined by the hardware on which the ad was seen.
See table above for more information.
How often is the product data refreshed?
The product refreshes daily at 3:00 UTC.
How much does it cost?
We offer a tiered rate card based on the number of trackable impressions on your media plan.
Total cost includes survey hosting and creation, dynamic recruitment, weighting and stat testing, daily reporting, exports (raw/png), setup, support, and training.
How long will it take to get set up?
5-7 business days from the time you notify Cint about a brand lift study for your upcoming campaign.
Who do I contact to get assistance started with Impact Measurement?
Reach out to your Cint representative or fill out the contact form here to inquire.
Who do I contact to get assistance once Impact Measurement is set up?
Your Cint Account Manager or Project Success Manager.
How do I enable multiple languages for my brand lift survey?
Lucid Measurement currently supports the use of up to two languages for a survey within a single country. To enable this feature:
Contact sales/ops to let them know you want to enable this feature for your brand lift study.
Provide your rep with the Lucid Measurement brand lift survey templates in up to two country-language pairs.
Once it is set up, the web links will automatically detect the respondent's browser language, and if a survey matching one of the programmed languages is detected, it will display the translated survey in that language.
Filters
How do I filter results?
Filters are available in the filters dropdown button in the right corner where the other filters can be found.
What filters are available?
In Lucid Measurement, you have the option to filter lift results by media variable in the UI using the filters dropdown and via API. In the UI, you can filter by target audience, date range, demographics, or media. Media includes site, creative, device, media channel, network, daypart, and ad length on campaigns where there are 50 exposed completes available.
Target audience is defined during setup. These are quick filters for the audience your ad campaign is targeting.
How are filters valuable?
You can sift through more data and deeper cuts to make more informed campaign optimizations and stronger stories. For example, you can drill down into patterns and trends and explore which specific media tactics were most or least effective.
How do they work? What kind of logic is used?
If multiple selections are made in the same filter subgroup (i.e. multiple HHI selections, or selections between site/placement/creative and site/placement/creative groups filters), “OR” logic is used.
If you select filters from different demo categories or multiple target audiences, it uses “AND” logic, meaning it looks for overlap between the selections.
What size does the campaign need to be to use filters?
A minimum number of approx. 50 completes are needed to view results for sites, placements, media channels, and creatives. Once any combination of filters is selected, there must be at least 50 completes for data to surface in the UI.
For the best user experience, how should filters be used?
We suggest that users select 3 or 4 filters at a time when viewing filtered reporting on the overview page.
Since the KPI pages have deeper information, we recommend that only 1 or 2 be selected.
Target audience is defined during setup. These are quick filters for the audience your ad campaign is targeting.
How do the number of exposed and control completes change when a media variable is selected?
The media variable filters (site, placement, creative, etc.) in the media section are relevant only to respondents who were exposed to an ad; therefore, only exposed respondents will be filtered out of the results. Although no respondents in the control group are filtered out, the strata groups (to which all control/exposed respondents are assigned to minimize bias) are re-aligned based on the new overall filtered group
Will filters be available in reporting? How about in the data exports?
If the minimum required completes have been met, filters are available for reporting in the UI.
In the raw data, summary report (.xlsx), and PowerPoint report (.ppt), filters applied in the UI will carry through where applicable. See the next section for more information.
Are filters available for all live and completed campaigns?
Yes, filters are available for all studies, including completed studies.
Filtered exports
Do filters applied the UI retain in the exports?
Yes. Lucid Measurement lets you filter data by various variables in the UI. Now, any filters applied in the UI will be retained in the data exports. If you have applied any filters (date, demographic, target audience, media variable), the exports will reflect the appropriate respondents.
What is the value to you?
Any filters you select in the UI will be included in the exports, making it easier for you to create and share meaningful results, stories, and optimization recommendations with your stakeholders.
Are filtered data exports available on all studies (live and complete) across regions?
Yes, available on all Lucid Measurement studies across all regions.
How will I know if my data exports are filtered?
Filtered exports have “_Filtered” added to the end of the file name.
Below is a list of values by each export type which could potentially change when filters are applied to the data.
Export type | Values that may change |
|---|---|
Raw data (.csv) | Strata (propensity) grouping for each respondent |
Summary export (.xlsx) | Exposed % |
PowerPoint export (.ppt) | Exposed % |
Do the “media and audience insights” in the UI or PPT change based on the selected filters?
No, the “media and audience insights” in the PowerPoint presentation do not change with filters applied.
Is this feature available via API?
Yes, filtered exports are available via API.