Measuring the effectiveness of an ad

edTalk Kaya V

Each year, millions of Euros are spent on advertisements through many different channels. The power of a great advertisement will translate into powerful bottom-line impact to the organisation. The power of a poor advertisement has the same effect, but in a negative direction. Advertising careers are made and broken through the effectiveness of the advertisements that are launched. The question is explored in this edTalk is how to use technology and data to test the effectiveness of an advertisement before millions are spent with a hope that it will have a positive effect on the audience.

Who is Kaya Van Enckevort?

Kaya van Enckevort

Kaya is the Head of Academic Strategic Growth of the Benelux Region at Qualtrics, a company that provides the world’s leading enterprise survey technology. Their solutions make it fast and easy to capture the real-time insights from customers and employees that inform data-driven business decisions. Global enterprises, academic institutions, and government agencies rely on the Qualtrics platform to know more about their customers and employees to achieve a competitive advantage.

Qualtrics is a rapidly growing software-as-a-service company and the provider of the world's leading insight platform. 6,000 enterprises worldwide, including half of the Fortune 100 and 99 of the top 100 business schools rely on Qualtrics technology. Qualtrics’ latest venture capital is being provided by a new partner, Insight Venture Partners, following the company’s two previous venture partners: Sequoia Capital and Accel Partners. This only shows that more and more businesses understand that impact is made with understanding their customer, the market, and their employees.

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