Performance analytics and post-campaign evaluation for the "All Ways Alberta Beef" provincial campaign — a year-long integrated push across OOH, TV, digital, influencer, and a province-wide BBQ contest. My role: instrument the campaign, model attribution across channels, and translate ten months of mixed-media data into decisions the board could act on.
The creative team had built an ambitious provincial platform — "All Ways Alberta Beef" — running across OOH, TV, digital, influencer, and a province-wide BBQ contest from June 2023 through March 2024. The Producers needed someone who could turn that sprawling cross-channel activity into a single, defensible performance story for the board and the federal Provincial Marketing Alliance partners.
The brief I was handed: instrument every channel, model how they worked together, and report quarterly on which media were earning their keep — without losing the brand-equity narrative the campaign was built to deliver.
I aligned the analytics plan to the campaign's three target jobs: mass reach (OOH and TV — measured via brand-tracking surveys and aided/unaided recall waves), food-curious millennials (digital and influencer — measured via impressions, view-through, landing-page conversion, and platform engagement), and loyalists (contest mechanics — measured via first-party entries, opt-in rates, and downstream email engagement).
Working with the agency and media partners, I unified the data into a single dashboard the marketing team checked weekly and the board reviewed quarterly.
Brand-tracking surveys before, during, and after the OOH burst — measuring aided/unaided recall, message attribution, and reach against the campaign's province-wide impression goal.
View-through rate, completion, click-through, and landing-page conversion to the allwaysalbertabeef.ca education hub — segmented by audience, creative cut, and platform.
Engagement-rate benchmarking across the "All for the Beef" creator roster, paired with first-party data from the BBQ contest — entry funnel, opt-in rate, source attribution.
My quarterly performance reports fed into the work that earned recognition from the Canadian Agri-Marketing Association (CAMA) — top prize in Series Execution, Best Overall Industry Relations Program, and Website — covering the integrated effort across billboard, TV, consumer website, and the influencer program. The measurement framework I built became the template ABP now uses for every subsequent provincial campaign.