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Cutting Through the Noise: Carlsberg’s Precision in Campaign Evaluation
Case Studies

Cutting Through the Noise: Carlsberg’s Precision in Campaign Evaluation

CHALLENGES
Carlsberg’s “Standing up for a friend” YouTube campaign initially struggled with a noisy dataset of 22,448 posts, predominantly filled with duplicates and irrelevant content. Traditional tools inaccurately processed this noise, risking flawed campaign evaluations.

SOLUTIONS
DMR approached the problem with a structured three-step noise elimination strategy, utilising their proprietary solution, listening247.

The first step involved the removal of 3,354 duplicate posts, instantly refining the dataset. Subsequently, a taxonomy of noise terms was created with the assistance of specially trained human curators, which facilitated the identification and removal of 18,890 irrelevant posts. By the end of the process, the dataset was distilled to 177 relevant posts, ensuring a high level of data purity.

BENEFITS

Informed Decision-Making
With purified data, Carlsberg gained accurate insights into audience engagement, enhancing decision-making and strategic planning.

Cost and Time Efficiency
The precise analytics saved significant time and resources otherwise wasted on sifting through irrelevant data, boosting operational efficiency.

Enhanced Campaign Performance
The insights derived from high-quality data enabled Carlsberg to optimise its marketing efforts, leading to improved campaign efficacy and a stronger market presence.

Precision Analytics
listening247, DMR’s proprietary solution, was pivotal, filtering out 99% of the noise and isolating 177 pertinent posts, starkly contrasting with the results from other tools. listening247, DMR’s proprietary tool, was pivotal, filtering out 99% of the noise and isolating 177 pertinent posts, starkly contrasting with the results from other solutions.