Beyond KPIs: how we accelerated Aldi’s media performance with AI-driven Insights
In the dynamic world of digital marketing, it’s crucial to look beyond traditional KPIs to measure the success of your campaigns. Data provides valuable insight into campaign results, but does every type of data really tell the whole story?
Standard reach KPIs are essential for monitoring, but they only represent the tip of the iceberg. A successful campaign goes beyond just achieving reach or traffic figures, and thus low CPMs or CPCs. It’s also about customer experience, sentiment, and website behavior. This is the case with Aldi, where the focus on social media is not just about numbers, but about building an engaged community.
Deeper Insights: Beyond Quantitative Metrics
Not all forms of engagement with content on social media are equal. A ‘simple like’ is less valuable than a comment. And when the community shares content with their own followers, that’s even more valuable.
We have taken a crucial step for Aldi by applying a weighting to all engagement actions. This creates a weighted engagement ratio. This enables Aldi to compare and optimize posts that receive a lot of weighted engagement instead of optimizing towards posts with the most likes or video views.
But let’s not forget that this weighted engagement measurement still doesn’t tell everything. It’s primarily a quantitative signal. A post with many (negative) comments about a “disgusting” recipe can have a high (weighted) engagement ratio, but is that really a good post? This is where the power of AI-driven sentiment analysis comes in.
Sentiment Analysis Using AI: The Emotional Layer
Let’s be honest, no one wants a campaign that generates a lot of engagement, but in reality, evokes negative sentiments. With our SentimentTracker, Aldi’s marketers can identify the causes of negative sentiment and adjust their strategies.
Thanks to this AI-driven sentiment analysis, Aldi gains insight not only into the quantity but also into the quality of engagement on social media. By labeling comments as positive, neutral, or negative, a deeper understanding is developed. This allows marketers to not only focus on posts with a lot of engagement but also to build on posts with positive engagement, and even discover product innovations (think shorter waiting times at checkouts, insights into assortment questions, etc.)
Speed and Scalability with AI
The most impressive thing is that all this is possible thanks to AI. In a short period of time, Aldi can perform analyses on all their content that allows for engagement with our AI-driven SentimentTracker. This opens the door to quick and scalable optimizations, allowing marketers and product managers to focus on what’s really important.
Towards Custom KPIs: The Full Story Behind Success
The message is: reach and engagement KPIs are indicators, but they don’t tell the whole story. It’s time to look further, to delve deeper, and to understand the real value of your campaigns. With custom KPIs, driven by AI, you can focus on the important aspects that make the difference between a good and a great campaign.
Interested in seeing how we can enrich the KPIs of your brand with weighted engagement and our SentimentTracker? Contact our colleagues.