Back to Explore

The Phoenix Communicus System for Evaluating & Diagnosing In-Market Campaign Performance

The Phoenix Communicus System was developed as a smarter way to provide campaign measurement and optimization. The system recognizes and accounts for four challenges that are inherent in identifying and quantifying the effects of advertising in a real-world environment:

  • Consumers don’t engage with all ads to which they have exposure opportunities –pre-existing brand preferences and other confirmation biases dictate ad engagements.
  • Consumers have trouble telling you what ads they’ve seen in the real world.
  • Consumers simply cannot tell you how advertising has impacted them, nor the reasons that they change their brand attitudes and beliefs.
  • Not all change that occurs for a brand is a result of advertising. Product performance, competitive pressures, and other marketplace dynamics can serve to offset the positive effects of advertising

To learn more about how you can build a stronger brand through more impactful advertising, download our whitepaper below.

Back to Explore
Our retention rates and lengths of engagement reflect our unwavering focus on surprising and delighting each and every customer, each and every time.