Studying messages in isolation is risky because it can expose fragmented and misleading evidence. With the help of real-time experience tracking, Delta has been able to evaluate messages in a real-world context to uncover how they are received and what impact they are having, both in terms of driving preference and building brands.
This research will demonstrate that to build an effective media strategy, it is vital to understand messages in the context of:
- how they are delivered (touchpoints)
- who they are delivered to (audience)
- in what way they are delivered (sentiment).
For more information visit Audience Measurement.