ztrack™ is totally unique to Zeppelin. It is a proprietary tracking system designed to measure, compare and contrast results. It's sole purpose is to apply a microscope to all aspects of the communication mix to keep them honest and profitable, including: - the brief and the communication strategy - creative (what the message says and how it looks) - format (such as spot duration or press ad size) - offer, price point or added value components - and most critically: your media strategy and "buy" (the relative effectiveness of each individual medium) In a word, accountability. It does take more time and discipline to find out what your return on advertising investment is, however, we believe the rewards are worth it. ztrack™ is simply the tool that we have developed to reveal a level of understanding that many traditional media tools simply can't deliver. A good example is in the realm of television where media efficiency is typically measured and reported via post analysis based on TARPS, reach and frequency and cost per TARP. Whilst an excellent tool which would form a part of your ztrack report, it is only part of the story. That's because it only measures "eyeballs". Problem is, simple exposure to or awareness of your brand has very little correlation with their intention to purchase it! It is this last vital stage in the purchase decision process that ztrack™ seeks to complete.      Client: Telecom Mobile/empower    Product: Mobile Phones    Format: DRTV 45 second 1)0800 leads are collected and analysed by time, by day, by station media or even program genre to deliver a spot by spot cost per response (CPR) or cost per acquisition (CPA) measure of the cost per unit required to reach your target audience. 2)Learnings from the test campaign Comparisons and trends are then analysed between media and different mediums (e.g TV vs. Press, Herald vs. SST, press vs. radio) to highlight which are performing above or below target. 3)Savings and efficiencies are applied to the "roll-out" campaign - A re-edit of existing footage introduces a slightly different offer and has a dramatic effect on response. - This early success confirms the extension of the test from an Auckland regional television media buy to a nationwide schedule. - The telesales response bureau is changed and new training implemented with a dramatic improvement in acquisition rates - from an average of 17% to over 38%. - Note: over $48,000 worth of air time is "saved" (and cost per response decreased again) in stage two - simply by omitting poor performing spots and program categories highlighted by the test schedule.