How COVID-19 Impacted KPIs Measurement

Rethinking key performance indicators is crucial to ensure the results of marketing campaigns are evaluated correctly. In this article, we will describe what difficulties a company can encounter while measuring KPIs in a modern environment.

The time when marketing professionals only relied on their experience or sixth sense alone is long gone. Nowadays, all professionals work under a motto: “In data we trust.” Gathering data allows companies to improve marketing strategy, customer experience, and brand perception.

We at HYPERVSN are also keen on acquiring useful data and sharing it with our clients to demonstrate the effectiveness of our solutions. However, as the world drastically changes, it is very important for a company to determine which KPIs can be measured taking into account COVID-19 safety measures.

Key KPIs to measure in the COVID-19 world

COVID-19 made a profound impact on our everyday life, and unlike natural disasters, it was something that we never expected. Every business in every industry had to adapt to a new reality, especially offline ones. Customer behavior has changed drastically, and safety measures recommended by W.H.O. have a lot of impact on offline marketing campaigns.

HYPERVSN never stands still and offers a lot of solutions to ensure people’s safety and drive every business’s needs from delivering information to increasing sales. One can see thousands of advertisements a day, and companies are struggling to cut through this information flow. That’s where HYPERVSN comes into play: if you think of a social distancing message that you need people to see, let’s say in a retail or a restaurant – holographic solutions are designed just for that. A lot of the messages that are out there don’t get seen; it’s either a laminate on the floor or just a static sign that doesn’t catch people’s attention. HYPERVSN Holographic Human is designed to fit in the modern world, where a virtual assistant can be greeting you, providing you with the information, demonstrating the product and so much more! In such a way, we provide a safe and easy solution to connect with the audience.

What’s more, COVID-19 safety measures can interfere with your plans to measure the marketing campaign success using AI, and cause some difficulties. COVID-19 changed a lot of things, and what may have been a reliable key performance indicator of success before may no longer be considered as reliable.

In this modern era it is crucial to understand how wearing face masks impact KPIs measurement:

• The average age of the viewers. It is difficult for AI to measure the age of the person when they wear a face mask, as it recognizes them as an older person. Note: The same principle works when women wear head scarfs.
• Emotional response. From our experience, when a person wears face masks or head covers it is difficult for AI to read the viewers’ emotions correctly. It is often recognized as neutral or even sad.

That’s why we came to the conclusion that it is crucial to focus on tracking footfall, average dwell time, number of impressions, and sales increase. These KPIs were chosen to measure campaign performance for Toys R Us and Starbucks.

Toys R US placed 6 HYPERVSN Solo devices in different stores across Spain. Our partner, Publigrama, tracked footfall and the number of impressions using cameras. At the end of the campaign period they summed up that 300,000 people saw 3D holographic visuals and there was a 23% increase in traffic at the stores.

Our partner, 3D Innovation Nordic, installed 4 HYPERVSN Solo devices covered in Domes near the counters at 4 grocery shops to promote Starbucks Nordic’s new cold coffee drinks. This led to 4x sales increase compared to the same period of time without the devices.

Issues with tracking resulting

Another issue when it comes to measuring KPIs is looking at comparative data. We always encourage our partners to track results before a HYPERVSN installation, during an Installation and after an installation. By comparing results from a previous quarter or year one can usually measure the success of using HYPERVSN, however with lockdown these numbers can be hard to track. When looking for comparative data it is a good idea to try and compare results in similar conditions for the most accurate results.

If you are planning to use HYPERVSN to reopen a store after lockdown you could track the results with HYPERVSN and then the results once the installation is removed.

Our Russian partner Grape helped P&G (Procter & Gamble) set out to test growing net sales for Gillette men’s shaving products in the CIS region. The campaign lasted for one month. The stores measured sales and turnover volume, and customer acquisitions. Four weeks after the campaign without HYPERVSN sales of the same products decreased by 65.2%. Using data in the correct way can be the difference between a successful Proof Of Concept or project and a failed POC.

To keep up with these drastically changing times it’s crucial for every company to set realistic goals and reconsider them when necessary. However, after something dark and difficult, something better always comes, and you need to be ready when it arrives.

If you want to learn more about the audience analytics cases or successful applying HYPERVSN solutions across various industries, visit our blog.