Measuring What We Do
We’ve been on the awards show circuit these last few weeks (here, here, and here, for instance). Seen some fantastic executions, really groundbreaking creative. Clients and agencies are developing brand content in remarkable and entertaining ways. But for everything that’s being produced, let’s ask ourselves: is it working?
For starters, The Measurement Standard blog presents some interesting methods to incorporate new marketing metrics into campaign planning, particularly from a ‘client objectives’ perspective. When we apply Social Media solutions to marketing problems for our clients, it’s always a priority to set up–in advance and integrated across all the platforms– the kinds of metrics and measurement tools that will ultimately prove how well we’re doing. It ain’t easy.
We’re in constant competition for share of mind and share of budget against every initiative in a marketer’s portfolio, not just the digital/viral/new media efforts. That’s why it’s critical to be armed with metrics systems that can withstand scrutiny from our clients. If what we’re doing is indisputably working, we can be confident we’ll be asked to do it again.
