Post evaluating marketing performance

Managing and Marketing Directors are all conerned about how campaigns perform। Often post evaluations of marketing campaigns are summarized by how many units more or less were sold. This is a shame because there is significant insight that can lead to 10%, 20%, 30% or more improved return on marketing investment by deep diving into the data that exists within the post evaluation of every marketing campaign.

Agencies and consultants typically take the lead in post evaluating media buying performance। Most companies do not feel comfortable about what to ask for in a post evaluation and thereby receive a presentation of all the things the agency feels is most important. This process can and should improve.

Agencies need good sparring partners in order to excel. Good sparring partners create challenges that foster learning. Without the challenges, agencies can become complacent and far too often "ask" what they should do next. If companies do not make an effort to understand how media works, often the best ideas that come from agencies are misunderstood or are not recognized.

There is big money at play - media investment represents >70% of most B2C marketing budgets। Deeper evaluations that go beyond sales should be performed। Awareness, Trial, Use and Loyalty should all be measured on a continual basis. The ratio of working vs. non-working media investments must be monitored and kept in check. The contribution of each marketing channel, online and offline should be understood. All of these factors are measureable today which leaves companies with few if any excuse why proper evalutions of marketing performance are not being performed. If your company does excercise best marketing practice...you are obviously enjoying the success and wondering what the heck this blog is about!