I’m sure you’re familiar with slaving away to create a brilliant campaign for a client and painstakingly worked individual tactics to ladder up to the client- mandated business goal … but then what? How did you justify your allotment of the marketing budget?
Bueller?… Bueller?… Buuuuueller?
So much time and energy is placed into campaign creation and execution that we are running on fumes (and caffeine, but that’s par for the course) by measurement time and fall back to the same old, same old.
“And here, on slide 157 out of 245, we can see the share of voice increase related to frequency of media mentions within the competitive landscape…”
Now, before the lynch mob comes for me, torch in hand, this is NOT an attack on the measures of reach (impressions) or number of “hits.” No, I wouldn’t dare attack the metrics themselves – I just want you to ask yourself if those metrics are best representing your impact.
Fact: Baseball experts love to tout batting average as the all-telling statistic of how a team is doing.
Makes sense, more players with who hit more frequently should equal a better record, right?
Let’s put it to the test: The 2010 Chicago Cubs currently have 10 players batting above .250, generally considered the Mendoza line for this stat, so they must have an overwhelming win percentage.
Not so fast – last time I checked, their record sits at 22-25, third in the NL Central.
In our example, we should be looking at something like batting average with runners in scoring position. Why, you ask – what makes this a better area to measure?
First, throw out the arbitrary word “better.” Statistics or metrics are neither good, nor bad, but there is a fundamental need to look at the completeness of the story or we run the risk of drastic misrepresentation.
Now to answer your question, while a batting average shows a great amount of activity, runs are the metric that measure of impact of the players on a game.
Then explain to me how the winning team doesn’t necessarily have more hits but ALWAYS has more runs.
No argument that activity is needed for impact to occur, after all, your campaign is comprised of individual tactics and there will always be a need for supporting details to provide context and help tell the story of your work. However, no client ever wants to stare dead on at an Excel sheet that is supposed to explain where their budget went, so impact needs to be shown a more than just the collective results of individual activity.
Social media, traditional media (or my personal favorite, the “tradigital” media), cause-initiatives, word of mouth – doesn’t matter – each campaign is designed to align against certain business goals. You already identified these goals long ago, so time to reach back into the original deck you created and ask:
What did we say we will do, what cog in the machine did we get moving, what is the measurement that represents it?