Assessing changes in commuter behaviour for NZTA
This client wanted to measure the return on a marketing campaign in line with Government policy settings around modes of transport. This was so it could use this information to generate improvements.
McNamara Research was appointed to assess the success of the agency’s campaign including media reach, sentiment and engagement, and to compare these findings to changes in commuter behaviour over time.
The challenge
- Find news and social data over a prescribed timeframe to show how the agency’s strategies and campaign added to the success of a social marketing campaign.
- Measure the size of the social media audience and produce metrics to prove a year-on-year increase over five years.
- Create a data set the agency could use to influence changes in Government policy and people’s behaviour.
Our response
We created a cause-and-effect dashboard demonstrating the outcome of the agency’s campaign, including which audiences were exposed to its messages. A data tool showed geographical spread and demographics, as well as demand for the agency’s content around “greener travel options” in news and social media. The live dashboard also enabled the client to filter the findings by audience, sentiment, media type, message or newsmaker as and when it wanted.
