Image credit: Lig Ynnek | Flickr
“Measurement” is a hot topic in marketing right now, although I’m not sure there was ever a time when it wasn’t important.
Back in the day, when the bulk of a brand’s marketing budget was based on advertising and promotion, it was a tad easier to measure its effectiveness. With marketing budgets much more fragmented across multiple channels now, measurement is even more crucial to determine the most effective parts of the plan. But it’s also much harder to measure.
When teaching my class at New York University about measurement, the first words out of my mouth are “Measurement doesn’t begin when the program is over. It begins when you start planning for it.”…
Measure the Success of a Marketing Campaign Through the Product and the Brand
